TD Ameritrade: Where Smart Investors Get Smarter by Havas New York
- Location:
With the recent elimination of commission fees by most big brokerages, the industry is more competitive than ever in the fight for investors’ attention. TD Ameritrade chose this inflection point to launch its new campaign – 'Where Smart Investors Get Smarter'.
To make a critical, immediate connect with its audience (Gen X and Boomers investors), TD Ameritrade and Havas New York created a meticulous replication of the opening from the beloved 60’s television program Get Smart as the first spot in the new campaign – 'Get Smarter'.
After conducting significant research with its self-directed target, TD Ameritrade determined that learning and growth are areas investors care deeply about - even more so than making money.
'Where Smart Investors Get Smarter' marks an evolution of TD Ameritrade’s iconic 'Green Room' campaign. In its newfound maturity, the Green Room is a place where educated investors can seek further learning.
This transformation establishes a fresh brand tone and paves the way for TD Ameritrade to highlight the resources it offers knowledge-hungry investors.
In 'Get Smarter' we see Jim, TD Ameritrade’s spokesperson, take the place of Maxwell Smart, pulling up in a classic Volkswagen Karmann Ghia, entering through the Hall of Justice, through the security doors, into the Green Room, replacing the credit titles with a version of TD Ameritrade’s most differentiating selling points.
TD Ameritrade and Havas took all measures to replicate the opening credits from this spot – everything from the typeface of the supers, to the set build, theme song, Volkswagen Karmann Ghia – even Jim’s idiosyncrasies - in hopes that the level of craft resonates and is appreciated by those familiar with the original show.
Credits
AGENCY
Harry Bee - Chief Creative Officer
Israel Garber - Global Executive Creative Director
Peter Gosselin - Executive Creative Director
Jay Hunt - Group Creative Director
Kevin Kearse - Creative Director
Alexis Carr - Senior Copywriter
Keegan Sanford - Senior Art Director
Casey Ritts - Global Client Partner
Angela Li - Account Director
Mimi Powell - Account Director
Michaela DeRosa - Account Supervisor
Stella Continanza - Account Supervisor
Osama Hamed - Account Executive
Taylor Gibbs - Account Executive
Chris Wright - Assistant Account Executive
Tim Maleeny - President, Chief Strategy Officer
Elaine Purcell - Co-Head of Strategic Planning
Jill Howell - Strategy Director
Beth Palmer - Director of Communications Planning
Lizz Leiser - Senior Program Manager
Cathy Pitegoff - Head of Production
Arlene Steinwald - Executive Broadcast Producer
Victoria Lepham - Junior Producer
Yvette Aponte - Senior Talent Specialist
Diane Wolfe - Business Affairs Manager
PRODUCTION
Furlined
Brian Aldrich - Director
Jay Wakefield - Executive Producer
Jason Gilbert - Line Producer
Corey Walter - Director of Photography
POST PRODUCTION
Arcade
Jeff Ferruzo - Editor
Andrew Cravotta - Post Producer
The Mill
Luis Martin - Senior Post Producer
Mikey Rossiter - Colorist
David Forcada - Lead Flame Artist
MusikVergnuegen/Music Medicine Consultancy
Walter Werzowa, Arranger, Producer
Sound Lounge
Rob DiFondi - Audio Engineer
Lauren Mullen - Producer