One Competitor - A rude, officious customer services worker
for the competition who says "No" to everyone's request - in several
languages - in a series of Capital One credit card company commercials
entitled "No Hassle Rewards." Actor David Spade, an alumnus of NBC's
Saturday Night Live plays the role of the irritating employee who is
always checking up on those in his organization who don't support the
companies "NO!" mission statement.
In other spots, the Spade character trains a new employee called
"Chubs" to strictly follow the company line ("The answer is always
No!"). Chubs soon learns, however, the consequences of working for the
competition as he is chased and beaten by an irate customer, and
singed with electric shocks courtesy of Spade's schemes. The
catchphrase used on all these commercials spots is the intrusive
questions "What's in YOUR wallet?"
Chubs on the Job
Sadly, although the advertisers strive for a humor in these spots, the
portrayal of rudeness and terrible customer support actually
misdirects the viewer to believe that it is Capital One and "not" the
competitors who is the company to avoid.
According to an Ad Track survey, only 12% of consumers like the
Capital One ads "a lot," (below the survey average of 21%). 30%
disliked the Spade ads overall. Only 15% felt the ads were effective.
Funny. maybe? Effective. Not so much.
The ad spots for the Virginia-based Capitol One firm were created in
2004 by McCann-Erickson ad agency of New York (and continued to be
produced by DDB of Chicago, Capital One's new ad firm).
In 2005, Mike Hatch, the Minnesota state attorney general sued Capital
One for false advertising in regards to their alleged low-rate "fixed"