• by Fern Siegel , October 6, 2023

Discover wants everyone to know about its financial benefits.

That's why it's enlisted actress Jennifer Coolidge ("White Lotus") as part of its new brand campaign, "Especially for Everyone." It's the first time the brand has focused on a deposit product, Discover's cash-back debit checking account.

The cross-platform campaign, which begins Oct. 9, will roll out on TV, online video advertising, radio, social media and other channels.

Chiat\Day LA is responsible for the creative work. Mindshare is Discover's U.S. media agency of record.

In the initial ad, Coolidge uses her Discover Cashback Debit card at a restaurant. She likes the 1% cash-back on up to $3,000 in monthly debit card purchases, but stunned to learn the benefit is for everyone — not just her.

"Jennifer Coolidge is the perfect partner for our 'Especially for Everyone' campaign. The construct of the commercials fit Jennifer’s personality, humor and natural connection to audiences," Jennifer Murillo, Discover CMO, told Agency Daily. "She ingrained herself in the planning process to help ensure the campaign fits with her values."

Murillo adds the brand will resonate with "customers and potential customers who want a digital bank that treats them special."

Chiat\Day LA client work includes Gatorade, Jack in the Box, DirecTV and BEHR Paint.