Does American Express Make the Connection with Conan?

After his much publicized separation from NBC, funnyman Conan O’Brien returned to late-night television last Monday. The comedian’s talk show drew 4.2 million viewers, soundly beating Jay Leno and The Tonight Show. (who had 3.5 million viewers)

In an effort to capitalize on the buzz surrounding Conan’s return, American Express has tapped the comedian as its pitchman.

The new ad follows Conan − who is famously obsessed with details − as he sets out to find the finest materials to make curtains for the set of his new show.

This marks a shift to corporate branding for AmEx, who have been pushing specific products and services during the recession. It is also an interesting angle for the credit-card company − that American Express provides its members with unique entertainment experiences.

Street Insider — “Just like Conan O’Brien, American Express takes entertainment seriously and consistently delivers unique and relevant entertainment experiences – whether at a live event or streamed content for viewing at home,” said John Hayes, Chief Marketing Officer, American Express. “American Express offers so much more than secure payments and great service, we deliver a gateway to memorable entertainment experiences across film, music, sports, fashion and theater alike.”

Bravo to American Express for selling more than a credit card…they are selling an experience. AmEx has always done a great job of appealing to the emotions of its consumers, and this sponsorship with Conan is no different. The extent that a brand can create an emotional connection with customers determines their brand strength.