We are trying to create some new way of communicating that is not the traditional advertising story-telling.

We want to continue to innovate. It's the only way to get ahead of our competitors - and keep up with our card members.

When you're talking to a prime audience bombarded by messages, to have them pay attention to what you say you have to create new and innovative ways to advertise that are more engaging, intelligent and entertaining.

The shift is very, very significant.

We're trying to create a demand curve so people want to watch advertising.

To explain responsibility to advertising men is like trying to convince an eight-year-old that sexual intercourse is more fun than a chocolate ice cream cone.