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.”
MullenLowe: E-Trade 'Don't Get Mad, Get E-Trade'
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
