Morgan Stanley Dean Witter Online, San Francisco, Feb. 9 launched a TV campaign to promote its online brokerage services, the first effort for the former Discover Brokerage since its rebranding in October. The new commercials from Black Rocket, San Francisco, play up the brokerage's resources, including access to Morgan Stanley's research and initial public offerings. Ads are tagged "Know your source"; they will air on network programs including "Friends" and "Who Wants to Be a Millionaire?" One spot features a smug investor boasting about a hot stock tip, only to find the tipster got his information from aliens. In the other commercial, an online investor enters a chat room and takes a stock "tip" that was inadvertently transmitted by a woman who sits on a keyboard while at a party.
Copyright February 2000, Crain Communications Inc.