Played in movie theaters prior to films including Thank You For Smoking, American Express's latest "My Life, My Card" spot features director Wes Anderson.

Displaying the same wry absurdity that has made films like Rushmore, The Royal Tennenbaums, and The Life Aquatic such landmarks, Anderson's spot would seem to evidence of a generational changing of the guard.

Across the board, the marketing of high end products and luxury goods including cars has started speaking to the "MTV generation" on its own terms. As Generation X approaches middle age and Generation Y enters the professional workforce, marketers have had to recalibrate their messages for these newly monied audiences. In the same way that shows like South Park, Family Guy and Wonder Showzen would seem to drive a wedge between generations of tv watchers with their content and unusual narrative styles, advertisers have started directing their messages towards the younger contingent of the latest generation gap.

As further proof, can you imagine you mom and dad reconsidering their next car purchase once they learned that Toyota's new Yaris was a sponsor of this year's SXSW and features interactive tours of hipster neighborhoods like Silverlake on their website?

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