Life is rough when a catch phrase-based ad becomes reality, such as is the case with American Express' “Have you seen Andy’s Mojo?" campaign made embarrassingly real last night when Andy Roddick tossed the first round of the U.S. Open.

"Now that Roddick has lost, it will be interesting to see how the sponsor recovers", ponders ESPEN.

Our solution to American Express' problem, and we have to pat ourselves on the back for our own genius here, is a simple one: give the tennis racket, immediately, to Nick Kroll. Nick Kroll is the performer who plays the part of Andy's Mojo in the American Express ads, the Mojo which has ditched Andy and Tennis for late night partying. This is a fool-proof plan, American Express. If Nick loses, no big whoop, he's not a tennis player, so what. If Nick pulls it off and wins, you guys look like Kreskin. Either way, it'd be the most perfect expression of what ad dollars are to sports we could possibly imagine if the sponsor did something that pissy with its disappointing investment.

·AmEx ad campaign was built around Roddick [espn]

· The American Express Andy's Mojo ad site

· See also: I love the 30s