AmEx Uses Member Successes to Ignite Future Ones
Their achievements are presented as the fruit of childlike desires. Scorsese's "project," for example, was to "tell unforgettable stories"; Degeneres wanted to "encourage people to dance to their own tune." The premise is, these people changed the world with their passion. Got a dream? Maybe you can change it too.
This is an incredibly appealing spot, if only because it reminded me of a time when beautiful people didn't need to produce sex tapes to capture our imagination. I felt like the witness to a rich heritage, and I wanted to contribute.