New American Express Co. television commercials that began airing Saturday during the U.S. Open tennis tournament and an accompanying print campaign reflect cardholder attitudes in the current economic climate, Deborah Curtis, vice president of advertising at AmEx, tells CardLine. "We started out by really looking at the environment and the economy and seeing how it has impacted the consumer mindset–how they spend, how much, how they evaluate payment tools–and we wanted to really convey the certainty and relevance of why a charge card is as smart a choice now as ever before." TV and print ads juxtapose the security and reward possibilities of using AmEx charge cards versus using other payment products. The ads use happy and sad faces to depict each scenario. AmEx's print campaign features content that describes how things can go wrong, such as a television falling off the wall, and questioning whether the purchase would be covered by the consumers' choice of payment product used to buy the device. It goes on to explain how the AmEx charge card is prepared for such incidents. Extensive text in the print ads explains the benefits of charge cards, including touting AmEx's rewards program, security and smart spending. The ads also capture the nature of AmEx cardholders, Curtis says. "Our No. 1 priority was to embody who are customer really is, which is the type of person who really takes charge of their life and is always trying to make the most of things," she says. "[The ads] are providing valuable solutions and empowering them with information about the charge card."