Discover Financial Services kicked off a new ad campaign on Sunday’s broadcast of the Emmy Awards, debuting a commercial featuring the new tag line “What if?” The campaign seeks to differentiate Discover’s offerings by claiming Discover is the answer to customers’ “what ifs” in seeking the perfect credit card. The first TV spot shows consumers of varying ages and appearances throwing their old credit cards to hungry scissors, as if the scissors were birds on the ground. Presumably these consumers will be getting Discover cards to replace those they’ve renounced.

The TV spots, along with complementary print and online ads, are the first efforts for Discover by The Martin Agency, which was chosen to be Discover’s ad agency this past April. ?Consumers want change. They want less confusing interest rates, disclaimers and fine print. They are looking for a card that provides meaningful rewards, easy-to-use features that put them in control, and one that is backed by responsive customer service,? said Margo Georgiadis, Executive Vice President and Chief Marketing Officer of Discover Financial Services.

Of the enhancements Discover cited, perhaps the most interesting to consumers are greater reward opportunities and greater account control, with e-mail alerts to help avoid fees, cardholder selection of payment due dates, and automatic notifications when purchases or returns post to their accounts.

Published 08/28/06 (Modified 05/07/12)