Ad of the Day: Capital One Makes 150 Ads for Small Businesses Starring Their Biggest Fans

Mullen Lowe tries a fresh approach to testimonials

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Capital One delivers a big campaign for small business with its “Spark Plug” initiative, shining a spotlight on 125 entrepreneurial companies in a whopping 150 advertisements created by Mullen Lowe.

The work, which launches today, includes print, out-of-home, digital and video ads. In a novel twist, the campaign’s 11 commercials employ fans of 11 small businesses—nominated by the companies themselves—as spokespeople.

“We simply wanted to capture the excitement and passion that comes from a fan’s voice, as opposed to the often calculated, more logical message that might come from an owner,” Sue DeSilva, creative director at Mullen Lowe, tells Adweek.

Director Alex Fendrich employs a bright, breezy style that makes the 30-second testimonials instantly accessible.



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