Discover – Market
This Discover card commercial cleverly positions itself within the everyday context of grocery shopping, making its message both relatable and memorable for viewers. The ad features a woman accompanied by a man in a black suit, whom she initially mistakes for her personal shopper, only to be humorously corrected that he's actually her "bodyguard." This playful banter sets the stage for a series of witty exchanges that highlight Discover card's key selling points: 24/7 customer service and $0 fraud liability.
The setting in a grocery store is a masterstroke of relatability. It's a place everyone frequents, and by situating the conversation here, the commercial embeds the Discover card into the viewer's daily life. The choice of characters—a woman in a floral dress and a man in a suit—adds a touch of humor and absurdity to the scenario, making the commercial more engaging and memorable.
The dialogue is particularly effective at conveying Discover's value propositions in a light-hearted manner. When the woman confuses the man for someone she talks to at 3 a.m., he clarifies that she's thinking of her Discover card, emphasizing the company's round-the-clock customer service. This not only communicates the benefit directly but does so in a way that's likely to stick with the audience. The mention of fraud protection as something that shields the customer "mostly from yourself" is both amusing and insightful, cleverly addressing consumer anxieties about credit card security without resorting to fear-mongering.
Moreover, the commercial's tagline, "Discover more," displayed prominently as the characters stand in front of a display of Discover cards, encapsulates the brand's promise of offering more than just financial services. It suggests a broader commitment to customer satisfaction and safety, which is reinforced throughout the ad's narrative.
From a marketing perspective, this commercial excels in several areas. It uses humor and relatable scenarios to engage viewers, making the information about Discover card's services memorable. The ad avoids technical jargon, instead of focusing on how the card's features benefit the customer in real-life situations. This approach not only makes the ad accessible to a wide audience but also helps to humanize the brand, building trust and affinity.
In conclusion, this Discover card commercial is a prime example of effective marketing. It cleverly integrates product information into a humorous narrative that resonates with viewers' everyday experiences. By doing so, it not only informs but also entertains, enhancing the likelihood that viewers will remember and choose Discover for their financial needs. The ad's focus on customer service and security, presented in a light-hearted manner, aligns perfectly with consumer desires for reliable and user-friendly credit card options.
