Discover Bank capitalises on celeb endorsement
Discover Bank is among the financial services companies using celebrity endorsement to advertise at this year’s Superbowl.
The 30-second TV advert showed actress Jennifer Coolidge calling customer services and expecting to interact with a robot, instead greeted by a real person.
“Great customer service is becoming increasingly hard to find but Discover customers can talk to a live US based agent 24 hours a day, 7 days a week,” said Jennifer Murillo, chief marketing officer at Discover.
“Jennifer Coolidge brings her comic genius to our latest ad, this time to bring to life a refreshingly great experience we create evert day for our customers,” Murillo added.
The ad builds on a recent Discover and Dynata survey that revealed 95% of Americans prefer engaging with a live customer service agent instead of a customer service bot.
The ad, created with advertising agency TBWA\Chiat\Day LA, forms part of the bank’s wider brand campaign, “especially for everyone."
The agency said the campaign has tapped into a “human truth” that individuals crave to be recognised and valued, which includes talking to real people when trying to reach customer service.
“Jennifer Coolidge brought this truth to life in a way only her comedic experience could,” said Kirsten Rutherford, creative director at TBWA\Chiat\Day LA.
Discover is a digital banking and payment services company based in the United States.