E-Trade: Don't Get Mad, Get E-Trade by MullenLowe

Agency: MullenLowe
Client: E-Trade
Date: Jun 2017
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E-Trade Financial Corporation has released its new creative campaign, taking a step away from its iconic talking baby and telling people: “Don’t get mad. Get E-Trade.”

The video, digital and print campaign, done with agency of record MullenLowe, serves as the company’s first affirmation of its reinvigorated brand identity.

In them we see normal people daydreaming about wealth or getting pushed aside by the wealthy, all tagged with “Don’t get mad. Get E-Trade”.


Client Credits:

Client: E*TRADE Financial

Chief Executive Officer: Karl Roessner

SVP, Head of Marketing: Lea Stendahl

VP, Brand and Advertising: Dawn Burke

Specialist, Brand and Advertising: Natalie Labuda

VP, Media: Lauren Radcliffe

Agency Credits:

Agency: MullenLowe US

Managing Partner, Chief Creative Officer: Mark Wenneker

Executive Creative Directors: Tim Vaccarino, Dave Weist

Creative Director: Adam Calvert

Creative Director: Jeff Vermeersch

Video Content Director/Yeti Prod.: Emile Doucette

Associate Creative Director: Ian Fairbrother

Associate Creative Director: Chris Cavalieri

Global Chief Strategy Officer: James Fox

Deputy Head of Strategy: Elizabeth Paul

Executive Director of Integrated Production, US: Lisa Setten

Executive Producer: Mary Robinson

Assistant Producer: Sarah Brennan-Athas

Director of Art Production: Tracy Maidment

Studio Director: Bob Hunter

Creative Director, Design: Sean O’Brien

Executive Producer, Curator of Art/Design: Shawn Smith

Associate Director, Print Production and Experiential: Kristine Ring-Janicki

Associate Director, Print Production: Aidan Finnan

Group Leader – Layout: Nick Minieri

Senior Copy Editor: Xazmin Garza

Art Producer: Eden Alaxanian

Jr. Art Producer: Samantha Sturchio

Director of Business Affairs: Kim Burns

Senior Business Affairs Manager: Amy Keddy

Business Affairs Manager: Maria Rougvie

Managing Director: Jonathan Goldmacher

Account Director, PR: Jaclyn Ruelle

Account Director: Crystal Todd

Account Executive: Ellie Keeton

Senior Project Manager: Jessica McLeod

Production Company: Smuggler

Director: Ivan Zacharias

Executive Producer: Allison Kunzman

Line Producer: Nick Landon

DP: Jan Velicky

Spot Titles:

“Don’t Get Mad” :60

“Yacht Life” :30

“Plane Truth” :30

Editorial: Robota

Editor: Filip Malasek

Grade: UPP (Universal Production Partners)

Colorist: Ondřej Štibinger

Grade Producer: Magdalena Halamová

VFX: The Mill

CD/2D Lead: Corey Brown

2D Artists: Blake Druery, Yoon-sun Bae

Designer: Laura Nash

Executive Producer: Rachael Trillo

Producer: Anna Borysewicz

Production Coordinator: Zach Fortin

Audio Post: Sound Lounge

Sound Mixer: Tom Jucarone

Producer: Liana Rosenberg

Music for “Yacht Life”:

Original Music: Mophonics

Mophonics Composer: Benjamin Hostetler

Mophonics Creative Director: Stephan Altman

Mophonics Co-Writer and Vocals: Robert Casey Gibson

Mophonics Head of Production/Partner: Shelley Altman

Music for “Don’t Get Mad”:

“If I Were a Rich Man” from the motion picture FIDDLER ON THE ROOF

Artist: Chaim Topol

Spot Title:

“Crack of Noon” :15

“Hard Work” :15

“Board Meeting” :15

Editorial: PS 260

Editors: Dustin Stephens and Ned Borgman

Assistant Editor: Colin Edelman

Head of Production: Laura Lamb Patterson

Grade: UPP (Universal Production Partners)

Colorist: Ondřej Štibinger

Grade Producer: Magdalena Halamová

On-Line Finishing: PS 260 Finishing

Flame: Margaret Yang

Graphics: Patrick Lavin, Colin Edelman

Audio Post: Sound Lounge

Sound Mixer: Tom Jucarone

Producer: Liana Rosenberg

Print: “Dumb Guy In High School”

Social: “Chicken”

Photography: Getty/Chris Tidmore

Photography: Getty/ The Plummer-Kennedy Conspiracy

“Trust Fund Twinsies” Print

Photography: Dirk Vogel