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Online broker breaks $100 mil campaign

Published on .

TD Waterhouse Group, New York, tomorrow breaks a celebrity-studded $100 million campaign for its online brokerage. It's the first effort since Toronto Dominion Bank acquired Waterhouse Securities last year and consolidated all its brokerage units worldwide under the TD Waterhouse name. The advertising from Emmerling Post features former basketball coach Phil Jackson and actors Jackie Chan, Geena Davis, Hector Elizondo and Jerry Orbach in vignettes that show them trading stocks that reflect their public personas. Print and TV ads carry the tagline "Xprs yrslf'' in type suggestive of brokerage ticker symbols. Ads debut tomorrow in newspapers and Oct. 4 on TV.

Copyright September 1999, Crain Communications Inc.

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