financial services

Discover Breaks New Creative

Discover is launching its first national TV effort for the “Discover it Miles” card today.

The new campaign illustrates how everyday purchases can allow cardmembers to travel without boundaries. It includes radio, digital and direct channels.

Creative was handled by The Martin Agency while Dentsu Aegis Network handled media buying, Passion Pictures was behind the animation and Pull was in charge of music.

The spot will also run during the Golden Globes and the Grammy Awards. It will appear throughout Discover’s first-quarter media schedule in both linear and digital video.

The card launched earlier in 2015 and was supported with an integrated advertising campaign, including mass and direct channels. But this is the first national television spot for this specific card, says Jennifer Murillo, Discover VP brand communications and marketing operations.

The spot features a modern cover version of the classic song “Don’t Fence Me In” covered by singer/songwriter and YouTube star Nataly Dawn.

“Nataly has a unique sound that works so well with what we wanted for this ad,” Murillo tells Marketing Daily. “When we listened to her other covers on YouTube we got excited about the potential to apply her range and ability to a classic track, modernizing it while staying true to the authenticity of the song.”

The spot features both actors and animation.

"The creative concept for the new campaign illustrates how everyday purchases can allow cardmembers to go on the getaway they’ve been waiting for, Murillo says. “The unique animation style, and mix of real actors, brings a new twist on the classic vintage travel posters.”

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