TD Ameritrade is trading in its longtime ad campaign featuring actor Sam Waterston for a slick new presentation breaking today in spots that contain high-tech graphics and animation with a voiceover supplied by film star Matt Damon.
The new campaign is the brainchild of Omnicom’s Goodby Silverstein & Partners, which won lead creative duties from the client after a formal review last summer. The incumbent was WPP’s Ogilvy & Mather, which had handled the account for more than a decade.
The new approach comes as the client “seeks to revamp their image with new livelier ads,” according to an agency rep. The account review was launched shortly after the appointment last year of Phillip Bowman as the client’s new chief marketing officer.
According to Kantar Media, the brokerage firm spent more than $300 million on ads in 2010. Without confirming numbers, Bowman told Reuters that spending in 2012 would increase because of this year's Summer Olympics in London and the company’s sponsorship of the U.S. Olympic Team.
The first new TV spot, titled “Common Sense,” features animated images of cityscapes and turbulent waters as Damon’s voiceover notes a “seismic shift” that has occurred “in what passes for common sense. Used to be you socked money away and expected it to grow. Then the world changed.” The call to action at the end of the 30-second spot offers up to $600 for those opening a new account or rolling one over.
“Nearly half of Americans find advertising among financial services companies to be similar, and many see virtually no difference from firm to firm,” stated Bowman. “We decided the time had come to reinvigorate our strategy, invest in new creative and separate TD Ameritrade from the pack.”
Goodby used Los Angeles-based Smuggler to produce the spot, with Psyop LA handling the visual effects.
“Common Sense” is the first of four new TV ads that will break in the coming weeks on network TV and cable networks, including CNBC, ESPN, TNT and The History Channel, the agency rep said. The campaign will also feature print and online work, including banners and tablet spots.