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.