Every now and then, a television advertisement forces me to set aside the remote control and calm my trigger finger. Usually, the spot runs itself into the ground after about 100,000 airings, but some never seem to lose their magnetism.

Recently, American Express released a series of 60-second clips that prove the most creative visuals sometimes come from the simplest of scenes.

The advertisement campaign, dubbed “Don’t Take Chances, Take Charge” shows everyday objects organized in a way that makes them appear to be smiling or frowning. A purse with a tight-lipped grin… Imagine that. Well, I know it’s not my wife’s shoulder bag. Hers always has its mouth open and is throwing up money!

Nonetheless, I can’t help but watch to see what inanimate item will flash its emotions next. A  sink with a leaky faucet as its nose… An oven with a stovetop grill for hair… A bowl of soup with floating air bubbles for eyes…

These ads blend two commonalities – emotions and objects in our lives – to strike a chord of familiarity with the audience. There’s no special effects; no witty writing – just the most basic items brilliantly presented.

But what really makes this particular promo stand out? Well, it’s just plain catchy. I even find myself motoring down the road, on the lookout for faces in street signs, homes, trees… I didn’t think it was possible, but I’ve actually discovered something else to preoccupy me while I drive –caution all Wilmington commuters.

Seriously, someone with a good imagination clearly came up with the concept for these commercials. To see human features in a toilet bowl: Well you either spend way too much time in the bathroom, or you got a hold of some potent Glade air freshener.

So, I offer up kudos to American Express for choosing a different direction in marketing message: Simple, clever, and somewhat interactive (inspiring viewers to try and see the faces for themselves). It begs to question, what items smile and frown in your life? Wow, my office chair looks miserable – sorry down there.