E*TRADE | Dibby



  • MullenLowe

Don’t Get Mad, Get E*Trade.

In E*TRADE’s newest campaign, they are reestablishing their rightful place in consumers’ minds as the original place to invest online. The company is acknowledging every day frustrations and demonstrating that an important first step is to use E*TRADE to turn that dissatisfaction into action.

The campaign leverages “truth bombs” (universal observations about life) to encourage consumers to stop being passive and take control of their own destiny; it’s about igniting that pilot light inside oneself and getting people to take action.

A series of vignettes shows the lives of the uber rich, Silicon Valley wealth, and the ‘Rich kids of Instagram,’ with the caveat that there’s plenty each of us can do to change our own situation. This campaign flips everything on its head inviting everyone to channel those frustrations by taking control of their money using E*TRADE.

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