Robert De Niro and American Express are being criticized for a new 30-second TV ad airing in the U.S. and the U.K. which includes shots of the now barren site of the World Trade Center. In the ad, directed by Martin Scorsese, De Niro walks through New York, referring to "My East .. my West Side." When he arrives at Ground Zero, he remarks, "My heartbreak." (The spot's tagline is: "My life. My card.") Brand Republic, an online publication covering advertising and marketing, said that the spot is drawing flak for exploiting the 9/11 tragedy.