The campaign aims to get consumers to re-appraise the brand by helping them realise the untapped potential in themselves, the world around them, and in the card.
It features bold, colourful graphics created by O&M creatives Dennis Lewis and Andy Bird, and does not feature cardholders.
Previous spots in the campaign have focused on specific benefits and product services offered by American Express. This is the first pure brand-focused ad to be aired.
The 30-second ad broke on Friday and will air nationally on ITV, Sky, C4, E4, More4, Dave and FX for the rest of the year. Media planning and buying for the campaign is by Mindshare.
The campaign runs in five markets: the UK, Mexico, Canada, Australia and Argentina.