It’s Super Bowl LIV weekend and Discover is unveiling two commercials for the big game.
The two 15-second ads take a playful “No” / “Yes” approach to reinforce two of Discover’s main credit card product benefits. Specifically, no annual fee and wide merchant acceptance.
Notably, Discover is the only bank to have secured sought after ad slots during the Super Bowl LIV broadcast.
The ads are created by The Martin Agency. The Discover Super Bowl LIV commercials run in the fourth quarter of the game.
Ryan Scully, Discover’s SVP Brand, Media and Consumer Insights says: “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. 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.”
Super Bowl advertising slots are among the most eagerly awaited in the marketing calendar. Moreover, Super Bowl is frequently among the most-watched US TV broadcasts. This years Super Bowl reportedly reduces the number of ad breaks to four per quarter rather than five. The cost of a 30-second ad slot during Super Bowl is estimated to cost advertisers more than $5m. Super Bowl in 2019 attracted almost $400m in ad revenue.
Super Bowl LIV Discover ads: complementary multi-channel strategy
In addition, Discover’s media partner Spark Foundry has developed a multi-channel strategy to support the ‘No’ and ‘Yes’ campaign. Spots kick off on YouTube and run across channels including television, social, online video, digital display, streaming audio, terrestrial radio. Additionally, Discover has 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.
Kerry Hemmerich, EVP, MD, Spark Foundry tells CI: “When Discover approached us about returning to the Super Bowl for the first time in five years, we knew it was critical to develop a comprehensive cross-channel campaign to support the unique ‘Yes’ / ‘No’ spots.
“From the 15-sec linear TV spots to custom content on social, we are excited for consumers to engage with the brand and learn more about Discover’s card member benefits.”