Bull Market

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It was only a matter of time before advertising for financial services companies started capitalizing on Merrill Lynch's legal problems. But GSD&M really goes for the jugular in its debut campaign for Charles Schwab. Two spots, directed by Noam Murro, portray investment advisers as self-serving, obnoxious and corrupt. One features a roomful of advisers barking into their headsets, "Buy, buy, buy." One consultant, holding a takeout menu, says, "I have your portfolio right here, and I think you should buy." When one man advises his client to sell, the whole room goes silent, pressuring him to reverse his order. Another spot portrays a meeting in which a chairman is passing out turkeys that he wants his brokers to move. "Let's put some lipstick on this pig," he says. "Tell your customers that these are red hot, but don't mention the fundamentals." Courtside playoff tickets are promised to the day's top sellers.

Client: Charles Schwab Agency: GSD&M CDs: Tom Gilmore, Rich Tlapek CWs: Tom Campion, Rich Tlapek, Keith Glenn AD: Tom Gilmore Agency Producer: Josh Reynolds Director: Noam Murro/Biscuit Filmworks Editor: Tom Muldoon/Nomad Editorial