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Meet “Peggy,” a bearded, clueless and very male credit-card customer-service representative.
Thickly-accented Peggy works for “USA Prime Credit” in a snowbound shack in the middle of nowhere. His inability to answer simple consumer questions — beyond giving his phone-bank name and responding to most other queries with a less-than-convincing “yes” — is the primary shtick in Discover Financial’s latest ads from IPG’s The Martin Agency.
The goal, according to the shop and Discover, is reaching consumers who have endured such service trials and, naturally, portray Discover’s offering as superior.
Julie Loeger, svp, brand and product management at Discover, said, “We believe that by featuring our promise to answer calls in 60 seconds or less by real people who are trained to solve problems on the first call, we will continue to differentiate ourselves.”
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