Discover credit card, which hasn't advertised in the Super Bowl since the days of William "The Refrigerator" Perry, is headed back to the game this year. The ad is by Interpublic-owned The Martin Agency and is slated to run in the second quarter, a spokeswoman for the brand confirmed to Ad Age.
Discover is not expected to make the ad public until game day, unlike so many other brands that are releasing their spots early. The Super Bowl ad is part of an integrated campaign that includes contributions from Golin and FCB, which are siblings of Marting at Interpublic. Discover, formally called Discover Financial Services, expects to be the only credit card company to run an ad during the game.
The Super Bowl holds a special place in Discover's history. The card's 1986 launch was supported by a national campaign highlighted by an ad called "Dawn of Discover" that ran during Super Bowl XX. Discover is based in the Chicago area, and that 1986 Super Bowl saw the company's hometown Chicago Bears, led by stars like Mr. Perry and Jim McMahon, route the New England Patriots.
When Discover began it was owned by Dean Witter Financial Services Group, Inc., a subsidiary of Sears, Roebuck and Co. Sears spun off Dean Witter, Discover & Co. in 1993 and Dean Witter, Discover & Co. merged with Morgan Stanley Group in 1997. Morgan Stanley spun off Discover Financial Services to shareholders in 2007.