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Discover Touts User-Friendly Aspects Of Card

Credit-card marketer Discover wants consumers to think that their credit card is a little easier to use than the competition's. That message will be delivered in a new TV spot for the brand that will debut Sunday night during the telecast of the Emmy Awards. The spots show animated orange-handled scissors that are eager to cut up over-hyped cards, gathering like a flock of birds as Gershwin-esque music plays in the background. One 60-second spot closes with the questions: "What if you could get rid of the things you don't like about credit cards, the hype, the confusion? What if you could start over and this time, do it right?" "What we're trying to do is rediscover people's relationship with their credit card company," says Mark Hosbein, svp of brand management and advertising at San Francisco-based Discover. "They want a relationship that gives them a variety of things--an overall company--not just on a product basis." Print and online elements are also part of the campaign. The interactive ads include live-action video of bistro diners and a weatherman who feeds their cards to the animated scissors.

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