AmEx goes after busy moms in campaign featuring Tina Fey

American Express is using Tina Fey as the face of its new AmEx EveryDay card that targets multitasking moms instead of travelers. In one of three TV ads, Fey uses her card to buy chin acne cream, food truck waffles and snacks as she tries to reach her 20th purchase for extra cashback. "We are becoming a more inclusive brand ... all the way from prepay to premium," said Josh Silverman, president of consumer products and services at American Express.

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