E*trade/Television Ads
broadcast
Building on the huge groundswell of publicity we received for the original Baby spots from last year’s Super Bowl, we decided to let the little bugger launch our new Mobile Pro application as well. All-in-all this project turned out very well, and other than fighting over “Hungry Like The Wolf” vs. "Amadeus" it was utterly painless for a TV spot. Topped with some killer animation work from my pals at My Active Driveway, this spot is by far my favorite.
Icons was completely produced in-house on a shoe-string budget. Our marching orders were to develop an ad that was much more low-key and focused on mature investors, but part of the assignment was to see if we could do it without an external agency. I had initially designed the icons for the new E*trade.com, but the CMO loved them so much he's insisted they become a integral part of their brand and marketing. Built in a month, the final TV spot tested better that any other non-baby spots. Who knew people would love a TV ad that was clear, simple and smart - without any clichés, exploding heads or cheesy race cars. Yeah, shocking.
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