Challenge: Chase needed to build excitement around new cash back categories and reframe everyday spending as an opportunity—not a chore—for our savvy shopping target.
Idea: We coined “Cashbacking” to define the lifestyle of earning on every purchase—and hired Kevin Hart as Chase’s CEO of Cashbacking to spread the word.
Chase Names Kevin Hart “CEO of Cashbacking”
Chase has officially tapped comedian and entrepreneur Kevin Hart as its first-ever Chief Executive Officer of Cashbacking.
In this new role, Hart will champion the cashbacking lifestyle—traveling the country (earning 5% on travel), wining and dining (earning 3% on dining), and sharing savvy tips on how to turn everyday purchases into big wins with Chase Freedom Unlimited.
cashbacking in action
We created a series of quick, comedic spots with director Jody Hill, featuring Kevin Hart in various situations embracing his new role—dropping cashbacking wisdom everywhere from diners to drugstores.
“No beaks”
Kevin explains his dedication to cashbacking 5% on travel booked through Chase.
“It’s a real thing”
Kevin shows off his custom shopping basket as he earns 3% on drugstore purchases.
“Working lunch”
Kevin is hungry to see people cashbacking 3% on dining, including takeout.
social content, cashback Style
Partnering with photographer Kwaku Alston, we captured a massive content library of Kevin Hart in cashbacking action—fueling social content, community GIFs, and contextually relevant ad placements.
