Discover’s commercials will be running in the fourth quarter. The two 15-second spots, created by The Martin Agency, will run within the same commercial break, and take a playful “No” and “Yes” approach reinforcing two of Discover’s main credit card product benefits – no annual fee and wide merchant acceptance.
Ryan Scully, Discover’s senior vice-president of brand, media and consumer insights, said: “We wanted to use our ads in the big game to highlight our no annual fee feature and our growing credit card acceptance. The ‘No’ and ‘Yes’ messaging is simple and we were able to find a fun way to get consumers’ attention by splitting our 30-second buy into two different spots. Having an ad run in between them allows for both ads to have their own moment, while working together to tell our story.”
In addition to the commercials, Discover’s media partner Spark Foundry developed a multichannel strategy to support the ‘No’ and ‘Yes’ campaign, with the spots kicking off on YouTube and running across channels including television, social, online video, digital display, streaming audio, terrestrial radio, as well as high impact takeovers on Bleacher Report, Sports Illustrated, YouTube and USA Today.
The campaign will also feature a first-time partnership with GIPHY including sponsored GIFs and organic stickers across social platforms.
The Martin Agency