Capital One Wiggles Into More Wallets with Help from Samuel L. Jackson

Samuel L. Jackson (Pulp Fiction) is the biggest box-office star of all time—with a worldwide total over $12 billion. So it makes sense for him to be the spokesperson for Capital One and its Quicksilver Card.

Jackson is popular. Credit card companies are not. In 2013, Capital One wanted to sell their new Quicksilver card. But how do you make something unappealing, appealing? Get an appealing spokesperson! When an Avenger takes the time to sell something, people take notice. Using Jackson’s iconic, straightforward delivery, Capital One advertised the Quicksilver Card as trouble-free and dependable.

Not only are the ads funny (especially with Charles Barkley and Spike Lee), but the company has seen growth since Jackson’s been on board (revenues jumped in its 2018 2nd Quarter but couldn’t hold in the 4th). Yes, the ads haven’t been without controversy (like this one about language and this one about Jackson) and the venture has not been cheap (The Hollywood Reporter writes that Jackson makes eight figures a year doing the spots, meaning he earns at least $10 million on them alone) but, for a company built on consumer debt, what better guy to ask, “What’s in your wallet?”

Increasing revenues or not, Jackson and Capital One’s pairing is perfect. Capital One is the tenth largest asset bank in the U.S. That’s big box office like Jackson, which makes one think—which wallet does Jackson keep his Quicksilver Card in?