TINA: Commercial

American Express (2000)

Tina Turner - American Express - Commercial

American Express is a multinational financial services corporation, founded in 1850 and headquartered in New York City. The company is well-known for it’s credit cards. American Express produced several celebrity-driven commercials over the years. In a spot from 2000, musician Dave Matthews, actress Gwyneth Paltrow, producer Brian Grazer and entertainer Tina Turner are discussing in the voiceover what it feels like to become a card member and the value it has had in shaping their lives. The spot begins with a shot of a concert crowd and Matthews talking about how having people believe in your dreams makes all the difference in the world. Paltrow discusses how her mom inspired her; Grazer, the producer behind films such as “Da Vinci Code,” tells how having “someone you respect validate you” builds confidence; and ends with Tina, who tells viewers that she knew she had “the goods” to make it as a singer, “I just had to get my freedom.” There is no mention of the abusive time with Ike, but that context is there as she discusses her achievement of personal freedom with the help of AmEx (the spot notes she has been a card member since 1977, a year after she split with Ike). American Express is also the sponsor of Tina’s musical TINA - The Tina Turner Musical.

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