U.S. Bank Launches New Smartly Visa Signature Ad Campaign Featuring Peyton Manning

Rhea-AI Summary

U.S. Bank has launched a new advertising campaign for its Smartly™ Visa Signature® Card featuring NFL Hall of Fame quarterback Peyton Manning. The campaign debuted during the College Football Playoff National Championship game on January 20, with plans for a second TV spot in 2025.

The commercial showcases Manning pursuing bird watching as a hobby, purchasing supplies and gear using the Smartly card. The card, launched in late 2024, offers cash back on every purchase with no spending caps when paired with a U.S. Bank Smartly® Savings account. The product combination provides credit card rewards while offering competitive savings rates based on total eligible U.S. Bank balances.

The campaign includes television, digital, and social media advertisements, featuring the tagline "No matter what you buy, earn more, Smartly with the U.S. Bank Smartly Visa Signature Card."

Positive

• No annual fee credit card offering unlimited cash back rewards
• Integration with savings account for enhanced rewards and competitive rates

Negative

• None.

Insights

Marketing Analyst

This marketing campaign, while creatively executed with Peyton Manning's star power, represents a routine promotional effort for U.S. Bank's existing Smartly™ Visa Signature® Card product that was already launched in late 2024. The campaign's timing during high-visibility sports events suggests strategic media placement, but the fundamental product features and business model remain unchanged.

The credit card market is highly competitive and while celebrity endorsements can boost brand awareness, they rarely translate to significant market share shifts or material financial impact for institutions of U.S. Bank's size ($75.4B market cap). Marketing campaigns of this nature typically represent regular operational expenses already factored into financial projections.

From a retail banking perspective, bundling credit cards with savings accounts (as seen with the Smartly Savings tie-in) is a standard industry practice for customer retention and cross-selling. Without specific data on customer acquisition costs, conversion rates, or revenue projections, this campaign's ROI impact on USB stock remains speculative.

Manning goes bird watching with help from the U.S. Bank Smartly™ Card

MINNEAPOLIS--(BUSINESS WIRE)-- U.S. Bank has launched a new Smartly™ Visa Signature® Card advertising campaign featuring NFL Hall of Fame quarterback Peyton Manning. In it, Manning’s new hobby is fully realized with help from the Smartly card – a credit card with no annual fee that offers cash back on every purchase, with no spending caps, when paired with a U.S. Bank Smartly® Savings account.

The campaign kicked off with a national TV commercial during the College Football Playoff National Championship game on January 20 and includes television, digital and social media ads. A second TV spot featuring Manning and his Smartly card will air later in 2025.

In the new TV ad, Manning buys bird watching supplies, a camera, a backpack and additional gear to help him spot birds in their natural habitat. A curious neighbor observes Manning enjoying his new bird watching hobby, and together they decide to scan the skies, fully kitted, thanks to the Smartly card.

The spot ends with the tagline, “No matter what you buy, earn more, Smartly with the U.S. Bank Smartly Visa Signature Card.”

Launched in late 2024, the U.S. Bank Smartly Visa Signature Card works together with U.S. Bank Smartly Savings to maximize credit card rewards while also providing a competitive rate savings account based on total eligible balances with U.S. Bank.

“Peyton’s passion for everything he does, while highlighted in a light-hearted way for our campaign, reflects the passion we have for providing our clients with amazing financial service products to improve their lives,” said Steve Mattics, head of Retail Payment Solutions at U.S. Bank.

About U.S. Bank

U.S. Bancorp, with more than 70,000 employees and $678 billion in assets as of December 31, 2024, is the parent company of U.S. Bank National Association. Headquartered in Minneapolis, the company serves millions of customers locally, nationally and globally through a diversified mix of businesses including consumer banking, business banking, commercial banking, institutional banking, payments and wealth management. U.S. Bancorp has been recognized for its approach to digital innovation, community partnerships and customer service, including being named one of the 2024 World’s Most Ethical Companies and Fortune’s most admired superregional bank. Learn more at usbank.com/about.

Disclosures

Loans and lines of credit are offered by U.S. Bank National Association. Deposit products are offered by U.S. Bank National Association. Member FDIC.

Editor’s Note: The content of this press release is accurate as of publication on January 21, 2025, and may have changed. For the latest product information, refer to the U.S. Bank Smartly™ Visa Signature® Card product page.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250121820033/en/

Todd Deutsch, U.S. Bank Public Affairs & Communications

todd.deutsch@usbank.com

Source: U.S. Bancorp

FAQ

What are the main features of the new U.S. Bank Smartly Visa Signature Card (USB)?

The U.S. Bank Smartly Visa Signature Card offers cash back on every purchase with no spending caps, no annual fee, and enhanced rewards when paired with a U.S. Bank Smartly Savings account.

When was the U.S. Bank Smartly Visa Signature Card launched?

The U.S. Bank Smartly Visa Signature Card was launched in late 2024.

What is the connection between the Smartly Visa card and Smartly Savings account?

When paired together, the Smartly Visa card and Smartly Savings account maximize credit card rewards while providing competitive savings rates based on total eligible U.S. Bank balances.

When did U.S. Bank launch its new Peyton Manning Smartly card campaign?

U.S. Bank launched the Peyton Manning Smartly card campaign during the College Football Playoff National Championship game on January 20.