Bucking the credit card companies’ trend of sitting out of the Big Game marketing extravaganza, Discover has decided to get back in on the fun this year.
The brand will run two 15-second ads during the fourth quarter in what its president of U.S. cards and evp Julie Loeger called a “unique approach to the standard 30-second ad buy” in a statement, a move she hopes will make Discover stand out among the many high-dollar TV spots.
Focusing on two aspects of Discover’s services—a lack of annual fees and 95% merchant acceptance rate—the ads will play with the “yes/no dynamic” of these two perks, Loeger explained. Discover will be employing “a range of popular movie and television characters” as well as some user-generated content. The brand worked with The Martin Agency on the spots.
The last time Discover was in the Super Bowl was in 2015, when the company ran a spot featuring a card customer who didn’t like surprises. And while he didn’t get any surprises on his credit card bill, there was an inexplicable surprise goat in his apartment.
Discover’s only other Big Game appearance was a very ’80s spot called the “The Dawn of Discover” that launched the credit card in 1986. It’s full of glamorous shots of a shiny male pole vaulter that are almost as inexplicable as the goat.
Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register.