Stock trading platform E*Trade launched a campaign promoting the
benefits of trading and banking together.
The new push marks the third iteration of the brand’s “More To Love” campaign touting the purported benefits of Morgan
Stanley’s acquisition of the platform. Morgan announced it was buying E*Trade back in 2020, but it took until 2023 to fully integrate the platform.
Developed in partnership with
creative agency 72andSunny New York, the campaign centers around a 30-second ad called “The Pursuit.” The spot positions the
“dramatic leap” of combining banking and trading through a comparison to the dramatic jumps that ensue running after a monkey that steals a ring.when a monkey steal a ring.
“The Pursuit” will run during a series of high-profile sports events in the first quarter of 2026, including the NFL playoffs, “March Madness” college basketball, and NBA
regular season games. It will also run as part of the brand’s sponsorship of the 50th season of CBS reality series “Survivor,” and in “high-impact, custom units” in edia
partnerships including the New York Times. Supporting campaign elements also include a “custom video experience” for Uber riders, and in-flight placements on Delta Airlines screens.
advertisement
advertisement
The new iteration of the campaign arrives at a time when financial resolutions are top of mind.
Andrea Zaretsky, CMO, Morgan Stanley Wealth Management and E*TRADE: “What makes our
More to Love campaign truly special isn’t just the action — it’s the message behind it: E*TRADE is better than ever with Morgan Stanley. “