MBNA’s National Push to Begin on Big Game

ATLANTA MBNA said it plans to launch its first national ad campaign with a 30-second spot on Super Bowl XXXIX on Feb. 6.

The effort will focus on the specialty credit cards that the Wilmington, Del., bank issues. MBNA is one of the nation’s largest issuers of credit cards branded with the names and colors of sports teams, professional associations and nonprofit organizations.

The Super Bowl ad will feature singer Gladys Knight and introduce the tagline, “If you’re into it, we’re into it.”

WPP Group’s The Helm Agency in New York handles the account.

After the Super Bowl debut, the campaign will expand to include other television programs, radio, print, Internet, outdoor and direct mail.

Spending on the campaign was undisclosed. MBNA spent less than $10 million on ads in 2003 and $5 million through September 2004, per TNS Media Intelligence/CMR.

“The Super Bowl provides the ideal venue for MBNA to make its advertising debut and connect with millions of consumers who interact with our products and services everyday,” said Mark Levitt, senior executive vice president of brand development for MBNA. “The campaign will reinforce how MBNA connects people with the teams, brands and activities they identify with most.”