Answer: Nothing so far as I can tell.

I logged on to Facebook earlier this evening and while scrolling through the news feed there appeared this sponsored ad from American Express. Judging from many of the other comments written I wasn't alone in thinking that this is corporate opportunism and damn bad taste.



What's next? Armistice Day, bought to you by Master Card?

Sorry if this seems overly negative, maybe I'm being too sensitive.

SAD how corporations do this.

It could go either way. Some companies actually go out of their way to observe and raise awareness of special days or holidays. I guess the test would be:
1. Did AMEX take out this FB ad just for this day?
2. Did they forgo their normal ads with this one to celebrate ANZAC day?
Unfortunately, there's no easy way of telling which one is the truth.