Scottrade, the online investing firm that has attracted do-it-yourself investors through its trademark $7 online stock trades and commercials featuring its founder and CEO flying a purple helicopter, launches an updated branding approach and new advertising campaign that launches nationwide today.
The television spots were created by Boston-based advertising firm Gearon Hoffman, Agency President and Chief Creative Officer Bob Hoffman served as the creative director and copywriter for the Scottrade campaign, collaborating with agency partner and creative director Dick Davis on art direction and agency producer David Lombardi.
The “Don’t Go” commercials will premiere during the Bowl Championship Series game on ABC. They will also appear prominently during the upcoming NFL playoffs as well as on USA, Travel, A&E, ESPN and Discovery, among others.
“We continue to see investors gain confidence to take control of their own investments,” said Scottrade founder and CEO Rodger Riney. “Especially during the past year, we’ve experienced a momentum shift – a significant number of new accounts coming to Scottrade from other firms – both online and full service. That’s why our low commissions, plus the tools and education self-directed investors need to make their own decisions, are the central themes of our new advertising.”
Gearon Hoffman has produced eight new commercials. The ads feature a new character named Chad A. Ridgeway who will be recurring in Scottrade’s television campaign and whose actions and attitudes serve as a humorous example of what Scottrade is not. “Chad” represents the antithesis of a Scottrade associate. The character is never where he’s supposed to be or working on what he should be working on; instead he’s on a yacht, playing squash, eating at a fancy restaurant or riding in a limousine – not paying attention to his customers.
As with the company’s previous television creative, Riney appears in the ads to reinforce the company’s commitment to providing outstanding value, trading resources and customer service.
“People have seen me as ‘the guy in the helicopter’ for three years now and it is time for a change,” Riney said. “I’m glad to still be talking directly to investors through these new ads to demonstrate that they can make their own investing decisions and that Scottrade has their best interests in mind.”
About Scottrade
As a leading online investing firm, Scottrade offers a full line of investment products, online trading services and market research tools to help investors take control of their financial future. For more information, visit www.scottrade.com.
About Gearon Hoffman
Gearon Hoffman is a Boston-based integrated marketing and advertising firm with more than $100 million in annualized billing. The company serves a diverse group of national and regional clients in a range of industries, including financial services, alcoholic beverages, health care, specialty retail, and hospitality.
