Don't Get Mad, Get Uber Rich, Says E-Trade in Latest Campaign
First Work From MullenLowe Imagines Absurd Levels of Wealth
Editor's Pick
Stop hating the one percent; you too could join their ranks. That's the message of the latest campaign by E-Trade, which humorously aims to appeal to our envy of the uber-rich and urges us "don't get mad, get ETrade."
The campaign, the first work through recently-appointed agency MullenLowe, consists of a series of spots directed by Smuggler's Ivan Zacharias that portray situations in which ordinary people are infuriated by the wealth of others.
In the main spot, seen here, our hero, prompted by his dismissive boss, daydreams about what the lives of the super-rich must be like, with the scenarios getting more and more absurd: pizza delivered by helicopter, business barons commissioning self-portraits, selfies in front of a private jet, a food fight in a sumptous mansion. He decides to get even by logging onto E-Trade.
In another spot, a man suffering the indignities of flying coach (like a kid kicking him in the back) walks up enviously to the first class cabin and gets a glimpse of everything that awaits him there: until the air hostess firmly shuts the curtain in his face. A third spot imagines the dumbest kid in high school getting his own yacht and channeling "The Wolf of Wall Street" with paddle-boarders. Shorter clips picture your boss on a luxury vacation, your broker wakeboarding and rich partygoers waking by the pool at noon.
MullenLowe was appointed as E-Trade's agency of record in April, replacing R/GA. The brand is still probably best known for its "baby" ads, created by Grey and ended by Ogilvy New York in 2014.
Credits
- Date
- Jun 19, 2017
- Brand :
- Barnardo's
- Client :
- Barnardo's
- Agency :
- MullenLowe
- Chief Executive Officer :
- Karl Roessner
- Senior Vice President, Head of Marketing :
- Lea Stendahl
- Vice President, Brand and Advertising :
- Dawn Burke
- Specialist, Brand and Advertising :
- Natalie Labuda
- Vice President, Media :
- Lauren Radcliffe
- Managing Partner :
- Mark Wenneker
- Chief Creative Officer :
- Mark Wenneker
- Executive Creative Director :
- Tim Vaccarino
- Executive Creative Director :
- Dave Weist
- Creative Director :
- Adam Calvert
- Creative Director :
- Jeff Vermeersch
- Video Content Director :
- Emile Doucette
- Video :
- Yeti Production
- Associate Creative Director :
- Ian Fairbrother
- Associate Creative Director :
- Chris Cavalieri
- Global Chief Strategy Officer :
- James Fox
- Deputy Head of Strategy :
- Elizabeth Paul
- Executive Director, Integrated Production :
- Lisa Setten
- Executive Producer :
- Mary Robinson
- Producer Assistant :
- Sarah Brennan-Athas
- Director, Art Production :
- Tracy Maidment
- Studio Director :
- Bob Hunter
- Creative Director :
- Sean O'Brien
- Design :
- Sean O'Brien
- Executive Producer :
- Shawn Smith
- Curator :
- Shawn Smith
- Associate Director, Print Production :
- Kristine Ring-Janicki
- Associate Director :
- Kristine Ring-Janicki
- Associate Director, Print Production :
- Aidan Finnan
- Group Leader, Layout :
- Nick Minieri
- Senior Copy Editor :
- Xazmin Garza
- Art Producer :
- Eden Alaxanian
- Junior Art Producer :
- Samantha Sturchio
- Business Affairs Director :
- Kim Burns
- Senior Business Affairs Manager :
- Amy Keddy
- Business Affairs Manager :
- Maria Rougvie
- Managing Director :
- Jonathan Goldmacher
- Account Director :
- Jaclyn Ruelle
- PR :
- Jaclyn Ruelle
- Account Director :
- Crystal Todd
- Account Executive :
- Ellie Keeton
- Senior Project Manager :
- Jessica McLeod
- Production Company :
- Smuggler
- Director :
- Ivan Zacharias
- Executive Producer :
- Allison Kunzman
- Line Producer :
- Nick Landon
- Director, Photography :
- Jan Velicky
- Editorial :
- Robota
- Editor :
- Filip Malasek
- Grade :
- Universal Production Partners
- Colorist :
- Ondrej Stibingr
- Grade Producer :
- Magdalena Halamová
- Visual Effects :
- The Mill
- Creative Director/2D Lead :
- Corey Brown
- 2D Artist :
- Blake Druery
- 2D Artist :
- Yoon-sun Bae
- Designer :
- Laura Nash
- Executive Producer :
- Rachael Trillo
- Producer :
- Anna Borysewicz
- Production Coordinator :
- Zach Fortin
- Audio Post :
- Sound Lounge
- Sound Mixer :
- Tom Jucarone
- Producer :
- Liana Rosenberg
- Motion Picture :
- If I Were a Rich Man
- Motion Picture :
- Fiddler On The Roof
- Artist :
- Chaim Topol
- Music Company :
- We Are Walker
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