This will resonate. Of that we have no doubt. We're talking about a new ad campaign from the Martin Agency in Richmond, Va., for Riverwoods, IL.-based Discover Card that breaks today. Three new TV spots all focus on customer service -- or, more specifically, the lack thereof -- at some financial institutions.
The new Discover spots make their point via a customer service agent called Peggy, who is actually a he. Peggy is seen in each spot attempting to deal with a customer who has called a financial institution named USA Prime Credit. In each instance, the interaction with Peggy leads to a situation that is both funny and familiar -- at least to anyone who has struggled to get through to -- and then deal with -- a banking representative.
It's a tribute to Martin's skills that the shop has managed to make us laugh at what is, in fact, a hugely frustrating experience for so many, namely the decline of customer service. Discover Card apparently promises a real person will answer customer calls within 60 seconds. That's a promise well worth promoting in Discover's marketing initiatives. We'll have more on the spots at a later date.