Discover Financial Services has launched an advertising campaign illustrating what cardholders "get back" from the Riverwoods, Ill., company's cashback bonus rewards.

The ads tell stories of everyday emotional and material things cardholders receive when using their cash rewards. "We were looking to reflect what it is our cardholders really value when they use the Discover card," said Larisa Drake, Discover's vice president of brand communications.

Discover relied on focus groups to determine the ad content, she said.

The campaign, announced Monday, includes broadcast and print ads.

Discover is running three 30-second and three 15-second TV spots for four consecutive weeks beginning this week during such programs as "Good Morning America."

Seven print ads will run in Newsweek, Better Homes and Gardens and Family Circle.

The print ads will continue to run through October along with a 15-second TV spot called "Right Now" that focuses on getting cash back from using Discover cards at grocery stores.

That spot will run through December.

Online versions will feature other spending categories, such as restaurants and movies.

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