Kevin Spacey continues his role as the E-Trade talent scout seeking "Type E" investors in the brand's first broadcast work out of R/GA. The brand tapped the agency for its TV creative back in January, after working with Ogilvy, New York, which had been agency of record since 2013.
The ad is one of three spots from the brand's new "Opportunity Is Everywhere" campaign, which appears to be a slight evolution of the marketing message in Ogilvy's previous Type E effort reminding consumers that E-Trade is a service for self-directed investors.
This latest message, which will run on national and cable networks through 2015, targets consumers looking for ways to become smarter and highlights the different products and services the site affords them. In this ad, Mr. Spacey applauds the smarts of one savvy "Type E," who looks past the obvious trend of hipster beards, which has "reached critical mass," to spot the next big thing. The ad then goes on to promote E-Trade's Investing Insights Center, designed to help consumers spot trends before they happen.