• by David Kaplan , March 29, 2005

In its newest campaign for online financial services company E*Trade, Omnicom's BBDO has brought together the likes of Arthur Ashe, Bob Dylan, Ernest Hemingway, Jackie Joyner-Kersee, Vince Lombardi, and Stephen Hawking to promote the company as innovative and the possibilities that exist for people who are willing to challenge the ordinary.

The campaign's tagline is "Challenge the Ordinary ... BeE*traordinary."

TV spots premiered on Sunday, March 27 with teaser ads during the college basketball tournament on CBS. The campaign begins in earnest this week with the debut of additional network and cable television spots, and also includes newspaper ads in The Wall Street Journal, The New York Times, USA Today, Barron's,and Investor's Business Daily. Other print executions include insertions in Forbes, Fortune, Money, and BusinessWeek. A second wave of product-specific advertising is expected to launch in April.