Scorsese Directs AmEx TV Spot To Support Online Campaign

Martin Scorsese has a new medium of expression: commercials.

The Oscar-winner has given up the mean streets for good works. He directed the latest spot in the American Express campaign "Are You A Cardmember?" The initiative showcases the company's online effort, The Members Project, in which registered cardholders vote on an idea that makes a positive impact on the world. American Express will award up to $5 million to jump-start the winning proposal.

The new spot, which broke Friday on cable and network TV in prime time and early morning, stars tennis star Andre Agassi, singer/songwriter Sheryl Crow, comedian Ellen DeGeneres, singer Alicia Keys and professional snowboarder and skateboarder Shaun White. Scorsese also makes a cameo appearance. No financial terms were disclosed.

To date, more than 2,000 ideas have been submitted, according to John Hayes, chief marketing officer for American Express. Many celebrities who have appeared in previous commercials for the company will also participate in the national campaign.

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An AmEx rep says the new push is "different from our previous brand campaigns," in that it talks to both current cardmembers about the benefits of membership and targets prospective ones. The Members Project TV spot uses a new tagline: "You don't have to be famous to make a difference--just a Cardmember." Members have until June 17 to register and submit project ideas. The top 50 will be submitted for voting, which begins July 3. Ideas address a variety of subject areas--from health care to the environment to education.

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