What’s in your wallet? (And what does your wallet say?)
Capital One is known both for its card products and the celebrities that energetically promote them. Alec Baldwin, Gordon Ramsay, Jimmy Fallon, those vikings… Samuel L. Jackson is the newest spokesman for Capital One, promoting the McLean, Va-based bank’s new cash back card, dubbed Quicksilver.
The ad mocks rewards cards that change which categories get the deepest discounts and cards that require updating every quarter to get the best rewards. Instead, Mr, Jackson says, Quicksilver gives “Unlimited 1.5% cash back on every purchase everywhere every damn day.” Well played, sir.
If all you critics of the Capital One commercial plan to stop using you Capital One card because the “damn” word is used. I’m wondering how many of you still have televisions in your home. The “damn” word being used in a commercial is exceptionally mild compared with all things shown and said on tv each day.
I’m just saying.. If you are that offended by “damn”, you need to really stand up for your values and get rid of the television.
I am a Capital One cardholder, and will probably continue to use my card, however that doesn’t change the fact that I don’t like Samuel Jackson’s use of the word “damn”. Don’t think it is necessary. Nor do I think I need to get rid of my TV either, as you suggested. I am selective of programs I watch and don’t watch programs filled with filth or profanity. Guess I will have to start screening my commercials also. Just don’t understand why Capital One felt it necessary to use profanity to sell a credit card.
We can control program but not ads
I’m not so much offened by the word “damn” used in the commerical ans I am disappointed. There is a time and place for just about anything. Unfortunately we’ve grown use to profanity on television shows, but how do we screen commericals? And for Ms. Franklin to suggest that I get rid of my television. That is absurd. There are many worthwhile, educational, and entertainment televison shows and I enjoy the freedom of choosing which ones are apporpriate for my children. I don’t have that same freedom with commercials. Come on Capital One, what were you thinking? Did you think that this was going to entice new customers? Certainly the dumbing down of America hasn’t reached so low that you can’t appeal to someones intellect or even their sense of humor without swearing. You aren’t so vulgar as you are stupid to pay somone to produce such a commercial.
It WORKS. The commercial has people talking.The public has the Quicksilver card in their minds. Advertising is a constant fight to ensure their product is embedded in consumers minds. Nevermind that the commercial has replaced the word “damn” with “single”, the point was made and people remember the bank and the product. Money well spent. Job achieved. Im not advocating the use of inappropriate words in commercials, I am merely saying that these comments make Capital One smile.
Commercial is trash…..Company should rethink this….
They have. Commercial has changed. Unfortunately it has done its job by becoming imbeded in peoples minds.
I am tired of getting this jolt of profanity first thing in the morning when I am trying to listen to the news. I would never never get a Capital One Credit card because of this offensive commercial.
It is so sad that the world is so accepting of curse words, nudity, etc. on television and movies these days. There is NO shocking point anymore. I guess that left when morals did.
The use of the word “damn” in the Samuel L. Jackson ad is totally uncalled for. Is the word directed at a specific audience? What an unnecessary way to represent Capital One!
This is just one more step in the coarsening of our society. Your comment shows absolutely no concern for that.
I will just use my Bank of America VISA card. And, I don’t need to shut up just because you think I should.
Cursing is simply a crutch for the simple minded. My son heard this ad this morning as I was trying to listen for the news on the commute for my work day. Not only did he start saying the word, then thought the man will take everyone’s wallet “because he kept asking what was in our wallet!”
The commercial is pathetic. Capital one blows all of our money on the ‘actors’ but not on an ad agency.
I called the bank and emailed. The employee that answered the phone (presumably working for CO) said there were surveys by CO asking for feedback, but I have yet to find one on the net.
Really? You think hearing the word “damn” is more damaging to your son than hearing the stories told on the news these days. Stories of children being shot and killed at school practically daily is fine for your son to hear but “damn” is over the line? Wake up! There are more important things to protect our children from!
Excusing bad behavior with other bad behavior is not a valid argument.
I am thankful that I found your website. I want to go on record that I was offended by the use of the word, “damn” in Capital One’s commercial. I am a former Marine and retired business man. My father taught me that the use of curse words demonstrated one thing: a limited vocabulary!
Maybe Capital One should consider hiring another marketing company and firing the employee/board who approved the commercial.
Capitol One has now edited their commercial and removed the word “damn” from the ad. Glad they did the right thing. And we didn’t have to get rid of our TV to make it happen! Public pressure can be a powerful thing.
The Capital One commercial is distasteful.Decisions about Capital One commercials are apparently being made by immature inviduals who feel that it is completely OK to use that language on a commercial. So wrong-thinking and childish.
Having Alec Baldwin as a spokesperson was bad enough. The latest commercial adds insult to injury.
I am thoroughly disgusted by this advertisement. There is absolutely no reason to use a curse word in an advertisement for a credit card. This does nothing to help attract customers. It is an all new level for advertising!
This commerical offends me, you do not have to use ugly language to sell your product. There are many, many words that are available for you to use to sell your product.
I have been disgusted with Capital One’s commercials ever since they employed Alec Baldwin and all the silliness they have used. This company has reached a new low by using a curse word to sell their product. My husband and I diligently screen what our children watch. We stay away from sit-coms that show disrespect to adults and dramas that are violent and filled with vulgar language. We first saw this commercial on a science program the entire family was watching. I am not so naive to think my children have not been exposed to such words but we are trying to teach them vulgar language is unnecessary. In addition, my respect for Samuel L. Jackson has diminished.
Now is a chance for Americans to take a stand and speak out with What is in Your Wallet. Close out your card and make a statement. It does matter. Companies make a change when it hurts their profits. It is all about making money. I do not have a Capital One card. Good reason to never have one. If I did have a Capital One card, I would be closing it now. This ad certainly demonstrates the character of the company. What has happpened to social responsibility. It also gives me another reason to turn off the TV. Even in prime-time. Even when watching an NFL football game. Is this the kind of programing the NFL supports?
I agree. When is enough , enough. We’ve accepted less and less character and moral ethics with regard to television. At least I could censor programs. I want Capital One to know I am disappointed with their standards. I have cancelled my card.
If you own a Dodge Ram, make sure you get rid of it. Sam Elliott uses the dreaded “HELL” word in their latest commercial
Very poor taste. A new low for them. Last in a long line of confusing and childish ads. I imagine they paid some so called marketing specialist a huge amount of money to develope their commercials. What a waste! Sad really.
Poor taste indeed. Believe me, after 4 years in the Navy, I’ve heard every word you can imagine but I don’t think we need to hear it in a TV commercial at 7:15 in the morning as we’re getting the kids out the door and trying to teach them the proper way to talk.
Pull the commercial !!!
I totally agree with most of the comments above. When is enough, enough? It was bad enough to have Alec Baldwin advertising for them, now they are using Samuel L. Jackson and foul language. I hope everyone that has a Capital One card will cancel their account!
Make sure you add Dodge to your “cancel” list, too.
https://www.youtube.com/watch?v=wf3Oc6X9o7E#t=22
I agree with most of the above comments. Why do you feel you have to use foul language?
I, too, agree with most previous comments. Personally, I don’t use four-letter words in public and the minor ones I use in private are between God and me. However, it seems that our society has degraded to the point that some folks can’t make a sentence without the use of profanity. It goes back many years to screenwriters and movie producers and directors whofelt the use of “those words” would help the gate at theaters, actors readily complied to their direction and I don’t need to explain the financial aspects of that… And on to TV, we heard within minutes last evening, three usages of foul language from judges on NBC’s The Voice. I dislike where we’ve evolved to but I don’t foresee it reverting.
I don’t mind it. I’m sure the censors have kept this commercial from showing up on kid’s shows. Additionally, if your kid ends up being a delinquent because he/she watches this commercial, I’ll eat my shoe and you ought to revisit your parenting strategy. The commercial is marketing to a generation that most of you helped raise. Its marketed that way because the generation responds to it, and the reason they respond to it is because you did a terrible job trying to deflect vulgar material rather than explain it/teach your kids to ignore it. I’ve seen almost every South Park episode available and I’m an Eagle Scout, president of a non-profit board and I kiss my mother with this mouth so I’d like to know how curse words somehow undermined my moral fiber. Please, do tell.
Are you kidding?
They’re targeting you and me because the banks and large corporations think we’re all stupid. The American people need to wake up and realize just how much power they have in their numbers. If we applied that extraordinary power toward Washington and our state capitols, it wouldn’t be long before our representatives changed their behavior In very much the same way that this credit card company did….That commercial has been playing for less than a week and a half….and look how quickly they got rid of the offending behavior…..The people still wield a great deal of political clout.
I have looked for a place to view my view on the capital one , Samuel L Jackson , commercial. I don’t like it, never have liked someone looking me straight in the eye and cursing. I felt like he was cursing me, and I know if enough people get on some kind of forum and voice their opinion, then they will listen. Capital One put the Vikings back on, even Alec Baldwin , but get Samuel L Jackson off ! If I had a Capital One credit card, I’d cut it up !!!!
…I control the shows we watched, and was shocked to hear a commercial with a swear word! I will never get a capital one card and from now on mute all the commercials!
All of the people who doesn’t want to use Capital One now because of the commercial, I feel are senseless. Why complain about something we see or hear everyday in our lives. The people of America should be used to these things. We all have grown up with these things ( profanity, nudity, etc) it’s life. Deal with it. You can’t get away from it as I’ve said before it’s life. For those who refuse to use Capital One now, just face the fact that you weren’t going to use it ever. Dont use the commercial as an excuse. That’s like saying you won’t buy your daughter a Barbie because she has boobs under her shirt. Every woman gets them and you can’t stop her from growing them
Do you people get all bent out of shape over Victoria’s Secret commercials? Or are commercials of half naked women okay? People are so ignorant! Listen carefully! The word damn was in the movie “The Wizard of Oz” circa 1939! It’s in your precious bible more times than I can count! Damn is not profane! Get a “damn” life!
THEY LISTENED TO ALL OF US… Capital One has replaced the word “damn” with “single”.
Now the CO QuickSilver card commercial now includes the phrase “every purchase, everywhere, every SINGLE day”
It was even changed for late night, I just saw the new improved version while watching Letterman on CBS at 12:15AM. Just goes to show that if we continue to speak out about these topics we can achieve results.
I’m glad Capital One made this important enough to change it for all of us, and our children.
This is just silly. If you’d like to get upset about something that Capital One has done, how about getting upset that Capital One cheated two million customers, for which it paid a fine of $210 million just last year?
Sam Jackson is famous for using adult language if he doesn’t say damn then it makes no sense to have him do the ad campaign. Would you feel better about it if he said “mother friggin” or something like that?
My problem with Capital One is this guy is a self proclaimed racist. Not a good person to be selling your product.
Hmmm…I wonder if you had (and blogged) the same complaint for Alex Baldwin.
Be thankful people he didn’t say “every GOD DAMN DAY!” You know that’s what he wanted to say.