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Why Capital One Picked Samuel L. Jackson for New Card Ads

When an action hero takes time from his busy schedule of wrangling snakes on a plane and defeating squadrons of supervillains to make a product recommendation, people pay attention.

That's the theory behind Capital One's (COF) new advertisements for its Quicksilver Cash Rewards card featuring actor Samuel L. Jackson. The spots rely on Jackson's authoritative reputation and no-nonsense delivery to portray Quicksilver cards as simple, reliable and gimmick-free.

The first in a series of three Quicksilver ads featuring Jackson debuted this week during Monday Night Football.

Standing on a platform before a plain blue screen, Jackson launches into a rapid-fire tribute to Quicksilver's merits. "It's the no games, no messing around, no earning-limit-having do-I-look-like-I'm-joking heavyweight champion of the world," Jackson declares, looking quite serious indeed.

The ad even manages to sneak in a hint of Jackson's tough-guy profanity. Quicksilver cards offer "1.5% cash-back on every purchase, everywhere, every damn day," Jackson concludes, fixing his gaze directly at the camera.

The minimalist spots are a marked departure from other Capital One ads featuring stars like Alec Baldwin and Jimmy Fallon, which tend to feature more playful scenarios. In a spot promoting the Venture rewards card, Baldwin wanders into a Viking family reunion. Fallon races through impressions of hair-metal bands, The Beatles and doo-wop singers in a Capital One promotion for its Cash Rewards card, which Quicksilver replaced in June.


(28) Comments



Comments (28)
Samuel Jackson WAS a pretty good actor I liked. After his ball faced racist comments, I have canceled my cap 1 card and will never watch bozo the clown again. Bye goofy!
Posted by Samueljacksonsux | Monday, January 25 2016 at 10:12PM ET
I cannot imagine a more foul person as Jackson for his tirades against law enforcement and will never do business with anything and anyone that is associated with this low life.
Posted by americanpatriot | Wednesday, January 20 2016 at 11:08PM ET
My husband and I find Mr. Jackson's comments as racist, militant, cop basing spokesman, and against the veterans.
His impudence and pride are sickening. We are paying off our bill and cutting up the card. Not doing business with a man who was hoping white men has killed people instead of the muslims who are waiting to attack at any time.
Lots of friends are doing the same thing.
Posted by Nanabanana | Monday, January 04 2016 at 11:38PM ET
I will never use Capital One for any type of banking. Secondly, I will ensure everyone I come in contact with in regards to banking and credit will know who Capital one's spokes person is...an unabashed racist and hate monger. I can only hope that Capital One looses business and market share over their ignororance.
Posted by Ensbigmac | Thursday, December 31 2015 at 8:57PM ET
Its December 2015 and Samuel L Jackson is at it again!
An article on Breitbart.com for the Hateful 8 has Samuel L Jackson in an interview smears the US armed forces as "PTSD sufferers who become murdering cops" that is just the start read the entire article here http://www.breitbart.com/big-hollywood/2015/12/28/hateful-eight-star-smears-veterans-as-ptsd-sufferers-who-become-murdering-cops/
I find it appalling that Capitol One not only hired him in the first place but continues to keep him on as a spokesperson? what does this say about Capitol One management and their decision making
Posted by CraigP3 | Monday, December 28 2015 at 2:49PM ET
I am so glad that Capital One extended this publicized #WishForOthers gesture of good faith. I think the students are very lucky to have Nicole Bollerman as a teacher!
However, Capital One ignored my #WishForOthers, although it is totally within their power to grant and in the name of decency and good will they are obligated to fulfill this wish. (IMHO)
At first I requested this:

My #WshForOthers, more specifically #WishForDecentWorkingAmericans, is to see Capital One to disassociate themselves from their radical racist spokesperson Samuel L Jackson. I do not want ""dead cops". Thank you.

Well, that was plea was ignored, prompting a new #WishForOthers:

Apparently @CapitolOne does not give a damn about my #WishForOthers as my plea that I did not want "dead cops" has been ignored. Yesterday two NYPD police officers were murdered while sitting in their marked car, apparently one man of Asian descent and one of Hispanic descent. Now my #WishForOthers is for the 13 year old son of one of the police officers. He spoke of his love for his father, and how he was the best father one could have, just like I felt about my father. My #WishForOthers would be for @CapitalOne to set up a hefty scholarship fund for him as he was rendered fatherless by instigation by @CapitalOne 's spokesperson Samuel L Jackson. Thank you.

Apparently, this #WishForOthers has also been ignored.
My sympathies and thoughts have been and are with the families, friends and fellow NYPD officers of these two murdered heroes.

I understand that Capital One may be afraid to take a stand on this issue because of retaliatory rioting, destruction of their headquarters property and possible loss of lives if they do the right thing.

Any ideas how can I get Capital One to consider my request to disassociate with Samuel L Jackson? Thank you.
Posted by Christianne | Thursday, December 25 2014 at 5:58PM ET
I am with jean francoir .... you will never find a Cap One card in my wallet. I will never support a company that employ's a militant, racist, cop bashing spokesman like Mr. Jackson. He doesn't represent super hero's (as he does in his films) as much as he represents thugs
Posted by bruwoo | Wednesday, December 17 2014 at 10:44PM ET
What's in my wallet??? Not my Capital One card anymore thanks to Mr. Jackson and his cute song bashing the police. Uh, Mr. Jackson sir, the police protect us from thugs.
Posted by jean francoir | Tuesday, December 16 2014 at 2:01PM ET
My wife and I mute this ad...we can't stand his arrogant delivery.

What happened to all the great humorous ads?
Posted by DrB28 | Thursday, February 06 2014 at 3:22PM ET
Your new ad campaign with Samuel Jackson stinks. Your old campaign was great. It was lots of fun. Liked Alec Baldwin and the Vikings. Bring those commercials back.
Posted by mw0875 | Wednesday, January 01 2014 at 10:37PM ET
I can't believe all the negative comments on Samuel L Jacksons' commercial and the 'every damn day' line. First of all, he probably wasn't the writer of the commercial. My husband and I both prefer it to the 'every single day' line. That doesn't even sound like something he would say. Everybody has a right to their opinion and that is ours.
Posted by ArmyWife | Saturday, November 23 2013 at 3:02PM ET
Thank you Capital One for caring enough to take profanity out of this commercial...
Posted by bloomis1 | Tuesday, November 19 2013 at 6:40PM ET
NOW KMART is under fire for the "Jingle BALLS" commercial. That one I couldn't believe!
Posted by kala823 | Tuesday, November 19 2013 at 4:20PM ET
Soooo BUMMED you took off "EVERY DAMN DAY"!!!
It was so refreshing!
So Samuel L Jackson!
Posted by kala823 | Tuesday, November 19 2013 at 4:14PM ET
The commercial has been changed, leaving out the "D" word. Thank you so much, Capital One, for listening to your customers.
Posted by brorde | Sunday, November 03 2013 at 11:25PM ET
I couldn't agree more with the folks who've posted here already. While we have the 'right' to use such language - we also have the 'responsibility' to do so using 'common sense'. Common Sense dictates we don't throw profanity around when there is a chance it will offend someone, especially when you're trying to SELL something on national tv!!
I work in the voice over, advertising business and have all my life. Just who was the 'brilliant' ad man who said, 'Yeah, it'll be cool to have our talent say Every DAMN day on tv!' A third grader could have used his common sense to nix that idea. Fire your ad agency and use your own common sense.
Posted by CaseTate | Friday, November 01 2013 at 10:21AM ET
I couldn't agree more with the folks who've posted here already. While we have the 'right' to use such language - we also have the 'responsibility' to do so using 'common sense'. Common Sense dictates we don't throw profanity around when there is a chance it will offend someone, especially when you're trying to SELL something on national tv!!
I work in the voice over, advertising business and have all my life. Just who was the 'brilliant' ad man who said, 'Yeah, it'll be cool to have our talent say Every DAMN day on tv!' A third grader could have used his common sense to nix that idea. Fire your ad agency and use your own common sense.
Posted by CaseTate | Friday, November 01 2013 at 10:21AM ET
@mosby: This is a family newspaper. If you must use that infernal word, please say "H-E-double-hockey sticks."
Posted by Marc Hochstein, Editor in Chief, American Banker | Wednesday, October 30 2013 at 10:30AM ET
Wow! All this fuss over "damn"? Well, if any of you sensitive types own or plan to own a Dodge Ram, you might want to switch to a Ford, since Sam Elliot uses "Hell yes" in one of their new commercials.
Posted by mosby | Wednesday, October 30 2013 at 10:04AM ET
I do not have a Capitol One Credit Card. I have thought about getting one because of the rewards. However, because this commercial uses bad language, I will not get one.
Posted by judygailjudy | Tuesday, October 29 2013 at 9:39PM ET
I am not a Capital One customer, but I can assure me as long as they run this type of ad they will never get me as a customer. I cannot believe that a bank is using this language in their commercial. I agree with all of the above comments. STOP THIS AD!
Posted by Texas Roadrunner | Monday, October 28 2013 at 10:00PM ET
I don't know if complaining on this site will do any good or not, but I am livid at that commercial with Samuel L. Jackson. I like him in movies but I do NOT need someone to curse at me, in my home, to make me like, or want to do business with, a bank. Or any other business for that matter. CHANGE your advertising techniques or you are going to lose a LOT of business. This is ridiculous. NOT necessary.
Posted by brorde | Monday, October 28 2013 at 8:43PM ET
Due to the new Capitol One commercial, I am thinking of changing checking account to a different bank.... this commercial is offensive and needs to be removed... sad that you feel there needs to be such language in a commercial that is being shown during times that children are up and watching. Is this how you want your children talking???
Posted by rustytawny4u | Monday, October 28 2013 at 8:20PM ET
I like Samuel L Jackson fine but I do not like the commercial. Alec Baldwin's are entertaining but Sam's version with "Every Damn Day" means absolutely nothing. Exactly what is a "damn day" I choose not to talk like that and now I end up muting or changing the channel. They air at times when kids are watching and his little remark at the end is not needed. It's also not authoritative as Capital one would want. I would not be interested in that card at all.
Posted by slv | Monday, October 28 2013 at 10:13AM ET
Do you really think you will gain more customers by using profanity in your advertising? Seriously? If I had an account with Capital One, I would cut up my cards and send them back. As it is, I will remove them from the list of companies that I will support and/or do future business with. Truly tasteless & unnecessary.
Posted by cajohn | Monday, October 28 2013 at 1:45AM ET
I agree with dsperry. I think all profanity should be stopped on TV. It completely ruins the show. This commericial needs to be taken off the air. We already have to flip channels to find a descent movie and it's getting harder to do that. Please take this commercial off the air. I can't believe you allowed this. You are right. Our country has lost all it's morals.
Posted by bloomis1 | Saturday, October 26 2013 at 5:50PM ET
I'm sitting here watching Texas A&M playing football with my young boy and here pops up a Capital One commercial with Samuel L. Jackson saying "Every Damn Day"!. This country literally stands for nothing...no morals...no education...no good. Everything is completely backwards from where it should be...what is good is bad and what used to be bad is good. I'm trying my best to train my kids towards what is good and proper and its a constant battle between me and the media. Sex is shown on normal TV every time I turn the channel. This country needs to push back...when will this crap stop. Capital One...SHAME ON YOU!! I HOPE YOUR MORAL CUSTOMERS PULL THEIR ACCOUNTS. COMPETING BANKS SHOULD ADVERTISE WHAT IS GOOD AND MAYBE YOUR ACCOUNTS WILL GROW. It is amazing to me...the one way I can tell if a person is educated is if they use profanity. Here Capital One is promoting profanity. UNBELIEVABLE!
Posted by dsperry | Saturday, October 26 2013 at 3:57PM ET
I did not like Alec Baldwin in your commercials but when I saw the first commercial with Samuel Jackson I wanted to puke. Although I like him as an actor I thought this commercial was TERRIBLE. I turn to another station as soon as I see it coming on then go back hoping it is over. I am old school but I do not watch TV to see someone swearing on it regardless if it is Damn or the F-word. All the same. I hear and say those words among other men but sitting in my living room I have the choice to change channels and I do. Others will disagree with me but that is their choice also. That is why we "still" live in a free country...
so far. Some advise, go back to the vikings by themselves
Posted by oldfart | Friday, October 25 2013 at 10:02AM ET
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