With the delightfully visual line of "Let's put some lipstick on this pig," Schwab takes you into the boiler room as a fictitious team leader doles out the stock to push to his minions. "Just don't mention the fundamentals, they stink." Voice-over assures that Schwab never pushes stock, only that it's a good time to get into the market with Schwab's guidance-unless you have a failing for pigs in lipstick.
Group creative directors: Rich Tlapek, Tom Gilmore
Art director: Tom Gilmore
Copywriters: Rich Tlapek, Tom Campion
Agency producer: Josh Reynolds
Production co.: Biscuit Filmworks, Los Angeles
Director: Noam Murro
Editorial co.: Nomad, Santa Monica, Calif.
Editor: Tom Muldoon
E-Trade, "Pitch"/Omnicom Group's Goodby, Silverstein & Partners, San Francisco