4. What decision(s) do you recommend? What do Robert DeNiro, Tiger Woods, Kate Winslet, Laird Hamilton, and Mike Krzyzewski all have in common? Let's see, Robert DeNiro is one of the greatest living actors; Tiger Woods is arguably the best golfer ever; Kate Winslet is a multiple Academy Award nominee; Laird Hamilton is perhaps the greatest surfer to have ever lived; and Mike Krzyzewski is a Hall of Fame basketball coach. However, being famous and best in their field are not the only things these folks have in common. They also all carry the American Express credit card and have been in television or print commercials promoting the card in the company's "My Life, My Card" campaign. By using famous and recognizable people in its ads, American Express is trying to capture the attention of current and potential consumers. The fast pace of today's busy lifestyles and the rapid changes in information technology mean that, more than ever, companies like American Express have to rely on the familiar faces of celebrities to get their messages across. Each of the AMEX ads includes brief biographical information on the celebrity such as where they live, profession, greatest triumphs or greatest disappointments, and basic philosophy on life. The final point of each ad is how the American Express card helps enable the individual to pursue what is important to him or her. American Express is communicating to its current and potential customers that they are just like these celebrities-simply trying to live life at its best. So, the slogan of "My Life, My Card" is perfect for the ad campaign.