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

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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.

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Comments (20)
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
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 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
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 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
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