It was in 1975 when American Express first advised their consumers that they should not leave home without their AMEX card. This slogan attempted to establish American Express as the top provider of traveler's checks and credit cards that could be used in every day life at anytime and in almost any place in the world. Today, American Express is a premier company in providing financial services to all types of consumers.

American Express also used celebrity endorsements to help cement the phrase: "Don't Leave Home Without It!" into the minds of consumers. The first commercials featured Academy Award winner Karl Malden. Other celebrities that provided endorsements, over the years, included Stephen King and Jerry Seinfeld.

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