- E*Trade is beginning the year with a new commercial depicting a man’s pursuit of a thieving monkey to highlight the fact that the company is part of the same group as Morgan Stanley.
- The spot is part of E*Trade’s “More to Love” campaign, which highlights the comprehensive nature of E*Trade’s services now that it also has the backing of Morgan Stanley’s insights and capabilities.
- The commercial will run during many of the most significant Q1 sporting events, including the NFL Playoffs, NBA regular season and March Madness.
As the new year begins, many people may be thinking about how they might adjust their finances or start new money habits. The latest commercial shows how in doing so, one may look at something with fresh eyes.
In the spot, created by agency 72andSunny New York, a monkey steals a woman’s wedding ring. Her husband, seemingly without thinking, chases after the animal, running across rooftops, bounding on trees and showing off heretofore unknown skills. A knowing local narrates the action.
“You think you know someone, but one day they make an unexpected leap,” he says. “It’s like finding out E*Trade is running with Morgan Stanley, so you can invest and bank under one roof.”
Morgan Stanley acquired E*Trade is 2020, but not all consumers are aware and this ad works to grow this awareness.
“What makes our ‘More to Love’ campaign truly special is what’s behind the action: The message that E*Trade is better than ever now that it’s running with Morgan Stanley,” E*Trade CMO Andrea Zaretsky told Muse by Clio. “For the first time since we’ve joined forces, we’re showcasing how customers can seamlessly manage banking and investing all in one place. As we enter a new year filled with possibilities, ‘The Pursuit’ celebrates how clients can now manage their financial lives with E*Trade.”
