After months of strategizing and planning, TD Ameritrade quickly rejiggered its media rollout for its new Lionel Richie-starring “All Evening Long” campaign to accommodate a late opportunity to get into the Super Bowl pre-game show.
Super Bowl broadcaster NBC knew TD Ameritrade had considered buying a pregame spot earlier but hadn’t done so. But a last minute opportunity came up and the firm grabbed it, working with its media agency Spark Foundry.
According to Denise Karkos, chief marketing officer, TD Ameritrade it’s the first time in more than 20 years that the company has purchased ad time during the event, and the first under the TD Ameritrade brand. "To us, the Super Bowl is an event that transcends football. It is one of the most-watched television events of the year," says Karkos.
Details of the campaign’s creative, developed with Havas, were revealed last week.
The spot that aired in the pre-game show was initially scheduled to debut in April. In addition to the TV spot, there is an online voiceover and partnerships with IHeart and Spotify, among others.