Discover Financial Services is launching its first TV commercial for the new travel credit card "Discover It Miles," which debuted last February. The 30-second spot depicts a couple talking in a coffee shop beneath a travel poster and includes animated graphics of a beach in Miami and ski slope in Lake Tahoe. The ad is set to the tune of "
The spot "illustrates how everyday purchases can allow cardmembers to go on the getaway they've been waiting for," said Jennifer Murillo, VP brand communications and marketing operations of Riverwoods, Ill.-based Discover. "We think the unique animations style, and the new twist on the classic vintage travel poster will resonate with consumers."
Discover worked with the Martin Agency on the spot, which will begin airing Dec. 28. The credit card brand plans to also broadcast the effort during the Golden Globes on Jan. 10 and the Grammys on Feb. 15. Ms. Murillo declined to share budget details for the campaign, though she noted that the travel card commercial will be a focus of Discover's first-quarter advertising.
In 2014, Discover spent $735 million on U.S. advertising, a 2.5% increase over 2013, according to Ad Age's Datacenter.