TD Ameritrade: advert-body-3 by Havas New York
- Location:
TD Ameritrade is letting retail investors trade 24 hours a day, five days a week, and the brand has enlisted Lionel Richie to help tell the story.
Havas New York worked with TD Ameritrade on a concept that put forth the 'all night long' trading window, so they thought music legend Richie and his signature song who resonate with the TD Ameritrade target audience of people 35 and older.
In the primary TV spot, traders in the green room are disappointed to be “missing out after hours” until a trader mentions that it is now possible to trade 24/5 with TD Ameritrade. Richie helps amplify the news by being in the room, playing the famous notes to 'All Night Long' and ringing their signature 24/5 bell – cuing TD Ameritrade re-opening the market. The integrated campaign also features an online video that reveals Lionel Richie’s secret late night vice.
Another spot found the two TD Ameritrade reps asking Richie about his after hours trading habits, trying to coax out an "All Night Long" quote from him, much to their dismay.
Credits
CLIENT
TD Ameritrade
Denise Karkos: Chief Marketing Officer
Kerin Morrison: Managing Director, Brand & Advertising
Justin Garcia: Director, Advertising & Social
Reenie Burns: Senior Manager, Media & Offline Advertising
Timothy Hecht: Senior Manager, Advertising and Media
AGENCY
Havas New York
Israel Garber: Global Executive Creative Director
Keith Scott: Executive Creative Director
Paul Johnson: Executive Creative Director
Peter Gosselin: Creative Director
Jay Hunt: Creative Director
Sascha Piltz: Creative Director
Brian Wiesenthal: Creative Director
Eduardo Camacho: Art Director
Nick Delisi: Copywriter
Arlene Steinwald: Executive Producer
Kathleen Canty: Associate Producer
Casey Ritts: Group Account Director
Chloe Depiesse: Account Director
Michaela DeRosa: Account Executive
PRODUCTION
FURLINED
Brian Aldrich: Director
Diane McArter: President
David Thorne: Senior Executive Producer
Jay Wakefield: Executive Producer
Ali Goldstone: Head of Production
EDITORIAL
Arcade Edit
Sila Soyer: Executive Producer
Andrew Cravotta: Producer
Jeff Ferruzzo: TV Editor
Ali Mao: Content Editor
Chris Angel: Assistant Editor
FINISHING
The Mill
Melanie Wickham: Executive Producer
Andrew Hamill : Producer
SoundLounge
Rob DiFondi: Engineer