The Discover Card and Scissors
Brand: Discover Card (Morgan Stanley)
Execution: TV
Link: Click Here
Target: Debt Conscious Consumers
Rating: *
Reviewer: David
Description:
The spot starts in the middle of a city street where a host of orange scissors standing upright prance forward to orchestral music, much like they are taking part in a ballet. They move in and among the commuters and into an office building. Soon we see the commuters tentatively feeding their credit cards to the scissors, who neatly snip them in two. Soon it becomes a sport and people are tossing their credit cards to scissors who jump for them as if they’re black labradors catching frisbees. Even a grandfather sitting on a bench tries it. The city dissolves into a giant parade where people line the streets tossing their credit cards in, even from upper stories as they float downwards like confetti or ticker tape. A voiceover says, “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?” The spot concludes with a Discover Card logo and a link to the Discover Card what if site.
What Works:
This spot certainly attracts attention and has the, “how did they do that,” appeal. The effect of sentient scissors is brought to life convincingly. Curiousity keeps the viewer watching for the eventual payoff and branding.
What Doesn’t:
Destined to become a milestone in the ‘What Were They Thinking?’ hall of fame, this spot confuses more than it illuminates. While this advertising blog supports inventive executions, they must support the brand positioning - or at least build the brand. This execution does neither. For a full three-quarters of the spot we are left wondering what the point is and which brand is being promoted. The payoff (that Discover doesn’t have the hassles of ordinary cards) is a letdown and leaves us wondering who could have possibly created such a colossal trainwreck. Here are the issues by the numbers:
- Weak Branding - The Discover logo is shown a single time at the end of the spot.
- High Concept = No Concept - The concept must have been compelling in the storyboard presentation, but it ends up overwhelming the spot.
- Brand Positioning - Discover is given a weakly stated position which puts it at parity with American Express and Capital One No Hassles cards.
- Ownability - Surely nobody else will copy this spot, but it could have been created by any brand.
- Tonality - The scissors actually portray a negative message about the category which may not serve Discover well.
This spot gives us some genuine angst for Discover, which seems to work better as the ‘little card that could.’ In trying to copy the visual splendor of the Sonia Bravia spot (where balls cascade down San Francisco streets - see our commentary here), Discover has created a version without the artistry which feels pedestrian and unconvincing.
Branding Bottom Line:
A brand disaster for Discover. And we thought running with scissors was dangerous!
September 24th, 2006 at 8:20 pm
This commercial has been raising the hairs on the back of my neck since day one. You artfully articulated what I’m sure most of us are thinking. And just what *was* Discover thinking?
How could anyone dare to take a step in that world? And WHAT ABOUT THE CHILDREN? Will the scissors start running with them? at them?
October 23rd, 2006 at 9:06 pm
I can’t believe none of the parents out there haven’t voiced their concern over the obvious, they are teaching small children (like the two year old in the stroller) that it’s FUN to play with scissors. I don’t even have kids but it leaves me shaking my head, this isn’t just bad advertising, this is incredibly irresponsible advertising.
October 25th, 2006 at 2:57 pm
Glad to know I’m not alone.
1. The “parent” encouraging a child to toss a card at a pair of scissors is confusing on many levels.
2. The street of scissors image is like an updated remake of “Attack of the Killer Tomatoes”— or Ed Wood’s use of rampaging-buffalo stock film.
3. Customers often think that “cutting up a card” magically closes a charge account; this commercial reinforces that silly notion.
4. After several unwelcome viewings, I don’t see any benefits of the Discover card.
5. The music is too obviously fake Leonard Bernstein.
October 28th, 2006 at 1:40 pm
I actually like the music and have spent an hour trying to figure out what it is (if anything). That’s how I found this site. Anyone know the name of the song?
December 9th, 2006 at 10:44 am
I would say Discover Card’s policies rank possibly among the worst of all credit cards. In what ways are they consumer friendly? None! Try taking a cash advance and see what happens. Send in one payment late and watch the fees. Read the fine print — they positively kill you with fees and extra charges in every way they can. They are the *last* company on earth who should talk about customer friendly policies. I think the scissors are and should be going after all the Discover Cards.
Starting interest rate: 10.99% and 17.99%
Default rate: Between 15.99% and 28.99%
Cash Advance rate: 20.99%
CASH ADVANCE FEE: 3% for each cash advance, min $5 and no max.
LATE FEE: $15 to $39
OVERLIMIT FEE: $15 to $39
Now, why was that card so great??? Why should consumers be happy with these crappy policies? What an embarrassment!
November 26th, 2007 at 8:20 pm
Discover Card is famous for their “tactless” commercials. What’s new? It’s so frustrating. I worked for Discover Card for almost a decade. I quit for a reason. Welcome to Discover Card’s new management.
January 5th, 2008 at 12:54 pm
Another unsatisfied customer! I was recently late making a payment with Discover in December. It’s the holidays, people get busy, right? I was charged a late fee of $39, which I understand. What really got me was my interest rates went from 5.9% to 19.99 and 11.74% to 19.99. I understand this could happen if your payment is late. What really upset me was when I ask how long I’ve been a card member and how many times I was late. Well in 9 years I’ve been late twice. NOW THAT’s HOW YOU TREAT PREFERRED CUSTOMERS RIGHT? So from this point on my interest will remain 19.99% and the only exception they could offer was for me to request a lower rate after 6 months. ARE YOU KIDDING ME! In 6 months I’ll move my account to another card company with lower rates. Discover is NOT WORTH DISCOVERING.