I've not really seen any ad that has taken my breath away this year. All that changed this morning as I made peanut butter toast for my daughter. The American Express's spot for their "take charge" messaging is expressed using artfully sought frowning and happy faces. I know what you're thinking "really Justice, that's all it takes to impress you?" Well not typically, but what I like is that they didn't just go after the typical car grill that always looks like a cartoon character of some sort. The spot left a great feeling on interest and positive reflection of the brand. I'm not sure what more you could want from your adveritising.