One of the stars of American Express's television ad for Small Business Saturday was Mitchell Kaplan, owner of Books & Books, with stores in South Florida, New York and the Cayman Islands. He made a quick appearance in the ad, which ran for several days last week, including during NFL games that aired nationally on Thanksgiving Day. See the ad here.
Kaplan said that the clip came from an interview AMEX did a year or two ago for Small Business Saturday when it was focusing on Coral Gables, Fla. "I was used briefly for that year, but then they decided to use footage for this year's ad from that shoot." He said he was surprised at the latest ad as many other viewers in the industry. "I have to tell you, I've heard from friends and acquaintances from all over the country. Advertising works, and AMEX's commitment to Small Business Saturday is impressive."