A driving circuit for alternately referencing display electrodes to a predetermined potential difference with respect to each other in order to effect AC driving thereof is provided. A first drive circuit is coupled to a common electrode of each display cell for alternately referencing the common electrode between first and second opposite potentials for a predetermined interval of time. A second drive circuit is coupled to a segment electrode defining each display cell for selectively referencing the segment electrode to a potential opposite in polarity to the potential of the common electrode to define a predetermined potential difference between the common electrode and segment electrode to thereby render the display cell visually distinguishable for less than the predetermined interval of time. The second drive circuit is further adapted to reference the segment electrode to the same polarity potential as the common electrode during the remaining portion of the predetermined interval of time to thereby permit the display cell to be discharged during the remaining portion of the predetermined interval of time, and hence reduce the current required to effect AC driving of the display cell.