Investing platform Public has launched its first work for Alpha, its AI-powered tool.

Bindery is responsible for the two new creative spots, "Bladestone" and “ZipDish," which humorously illustrate how Alpha reduces the time investors spend researching and tracking investments.

Public's last TV campaign, featuring Michael Bolton, went viral in 2021. Set to the tune of the singer's Grammy-winning hit “How Am I Supposed to Live Without You,” it took aim at brokerage firms that don't always deliver what they promise.

The current campaign highlights Alpha, the company’s AI-powered research assistant launched last June. Alpha lets investors ask questions about stocks, analyze assets and get real-time financial information.

The campaign includes both 15-second and 30-second spots. Shot in Ireland, they were directed by James Fitzgerald. The work runs nationally on linear TV, as well as streaming on Peacock. Organic and paid media across digital-social channels, such as X, Instagram, Facebook and YouTube, are part of the media mix.

“The campaign crafts scenes that illuminate what it’s like to get stuck in the vortex, fixating on ideas and questions, and wondering if there’s a move to make,” said Greg Beauchamp, founder of Bindery.

The spots end with a voiceover: “Have a question about a stock? Just swipe down and ask.” Viewers are directed to Public.com, where they can sign up for Alpha and learn about its features.

Zach Dioneda, vice president, brand marketing at Public, said: “For this campaign, we wanted to take a different approach by leaning into comedy and creating relatable moments that spark curiosity and ultimately get people to try the tool. Not only does Alpha make doing investment research much easier and provide more context, it’s also built directly into the same place that you actually invest.”

Bindery's client work includes Bombas, Tonal, Oakley, Fiverr and 1800 Tequila.