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 the 60-second spot, ‘Don’t Get Mad’, we see a man as he daydreams about the spoils of modern wealth, complete with scenes of the ultra-rich doing rich people clichés, like feeding a giant lizard, sleeping the day away by the pool in last night’s clothes after a night of partying, jousting on Segues, posing for portraits with a grizzly bear, having pizza delivered by helicopter, dancing on gilded dining tables, and generally being obnoxiously wealthy. It’s tagged “Don’t get mad. Get E-Trade”.
Other spots include a guy partying hard on his yacht, another guy longing for the opulence of first class, someone wakeboarding in a suit being pulled by a helicopter, and other results of getting rich.
“E-Trade is the original home for online trading and we continue to democratize investing,” said Karl Roessner, chief executive officer at E-Trade Financial. “We are excited to reintroduce our brand as we strive to reclaim our position as the undisputed home for digitally inclined traders and investors. How we engage with these audiences is crucial to our success, and we are thrilled to get back to our irreverent, challenger-brand roots.”
The campaign will run on TV, online video, and print, as well as through digital and social channels.
“Ever since we helped pioneer the category over thirty years ago, consumers have benefited from dramatic improvements to investing choices and digital tools,” said Lea Stendahl, head of marketing for E-Trade Financial. “But consumers still express a tangible frustration with their personal finances – particularly in a culture where wealth and success are often measured together, and we’re bombarded by images of over-the-top affluence. In this campaign, we acknowledge these everyday frustrations, and encourage consumers to channel them into positive action. It’s an invitation to step off the sidelines and take control of their own financial destiny.”