Discover, which is making its first Super Bowl appearance in almost 30 years, revealed its spot ahead of kick off today. The ad, called "Surprise," will air during the second quarter of the game.
"We wanted to keep everything that was working with the campaign, but we wanted to add a little surprise," said Julie Loeger, SVP-marketing at Discover. "It's the Super Bowl, so we have to be somewhat entertaining and humorous."
The company will send an email blast to existing customers immediately after the ad airs with their free FICO credit score -- a benefit plugged in the ad.
Discover, which expects to be the only credit card company to run an ad during the game, announced its appearance late last week. "Timing is everything," said Ms. Leoger, who said the company wanted to leverage the success of the ongoing campaign, which launched in 2012, and plug the FICO benefits introduced last March. "That, coupled with a lot of people watching us, is just a home run."