Super Bowl

See Discover's 'Surprise' Super Bowl Ad

Credit Card Company Is Back in the Game After Almost 30 Years

By Published on .

Advertising Age Player

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.

The credit card company is repurposing an earlier ad from the "We'd Treat You Like You'd Treat You" campaign, which features a man who hates surprises and is startled by a surprise birthday party. This time around, it's a goat. He screams, the goat screams, they all scream. The company began teasing the ad on Buzzfeed and YouTube late last week with videos of humans yelling like goats.

"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."

The campaign was created by the Martin Agency, Discover's agency of record, while Aegis handled the media buy. MCD and Interpublic's Golin and FCB also contributed to the push.

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