Dom Claudio ← Work
A year of grocery runs
Fifty-Two
Trips
An American Express Spec Campaign
:30 Spot  ·  Script & Storyboards  ·  Blue Cash Preferred®
Problem
American Express reads as affluence: the lounge, the business traveler. When grocery bills climb, families on regular budgets assume Amex isn't for them, and another bank's card gets their everyday spending.
Insight
Amex isn't only for people who have money. It's for people who are good with it. Careful households already run a weekly grocery routine; they just don't see it as something that could pay them back.
Idea
Fifty-Two Trips. Grocery prices rose 2.2% over the past year. The Blue Cash Preferred gives 6% back at U.S. supermarkets. Tell it through one mom's year, and let December do the math.

I carry four Amex cards, and this is the one that bought my groceries back: $410 so far this year.

01

The Spot

:30 · "Fifty-Two Trips" · told from December, looking back
  1. Adrianna pulls a tray of sugar cookies from the oven on Christmas Eve; a plate on the counter reads For Santa.
    INT. KITCHEN – CHRISTMAS EVE – NIGHT

    A crooner's Christmas standard drifts from a phone. The oven DINGS. ADRIANNA (30s) pulls out sugar cookies.

    ADRIANNA (V.O.)
    Every year I wonder how I pull this off.
  2. A hand in a winter coat taps a card at a grocery checkout terminal.
    INT. SUPERMARKET – JANUARY

    Winter coat. She taps her card at checkout.

    ADRIANNA (V.O.)
    Turns out, I didn't.
  3. Adrianna pushes a cart with a watermelon through a bright produce aisle in summer.
    INT. SUPERMARKET – JULY

    Sunglasses on her head, a watermelon in the cart.

    ADRIANNA (V.O.)
    My grocery runs did.
  4. Hands place baking ingredients into a cart in a holiday-decorated aisle.
    INT. SUPERMARKET – DECEMBER

    The baking aisle. Flour, sugar, sprinkles: the cookie ingredients.

    ADRIANNA (V.O.)
    A little back, every week, all year.
  5. Adrianna sits on the edge of a bed in early morning light, waking her daughter.
    INT. MAYA'S BEDROOM – CHRISTMAS MORNING

    Adrianna nudges MAYA (7) awake.

    ADRIANNA
    Hey. He came.
  6. Maya runs toward a new bicycle under the Christmas tree while Adrianna watches from the doorway.
    INT. LIVING ROOM – CONTINUOUS

    Maya races to a bike under the tree. Adrianna watches from the doorway, coffee in hand.

    ADRIANNA (V.O.)
    Fifty-two trips to the store. One very happy kid.
Runs :30 at a natural read52 trips × ~$115 = $6,000, the cap, on the nose

Why it's built this way. The voiceover is a question asked in December and answered by the year. She never says a percentage; the numbers live on the end card, where people expect fine print. She isn't wealthy and she isn't struggling. She pays in full every month, which is the only way the card actually comes out ahead, and the only customer the spot should be talking to.

02

The End Card

The claim, with its cap, in one frame
End card
Groceries went up 2.2%.
She got 6% back.
Blue Cash Preferred® Card from American Express

6% cash back at U.S. supermarkets on up to $6,000 per year in purchases, then 1%. $0 intro annual fee for the first year, then $95. Terms apply. Grocery inflation: BLS food-at-home CPI, 12 months ending August 2026.

03

The Math She Lives By

What the year actually returns
52 weekly grocery runs at about $115$6,000
6% back, up to the $6,000 annual cap$360
Annual fee after year one−$95
Disney streaming credit, up to $10 a month on the Disney+ she already pays for+$120
What she actually keeps$385

Why the Preferred. The streaming credit covers the annual fee by itself, so every grocery dollar back is hers. Even without it, she keeps $265, more than the no-fee Blue Cash Everyday's $180 at 3%. At her spending, this is the right card to put in her hand.

American Express.
Call me.

— Dom Claudio

Spec work. Not affiliated with or endorsed by American Express. Storyboard frames are AI-generated.

Dom Claudio · domclaudio.com Spec Campaign · October 2026