Stephen chooses to go big with TD Ameritrade in a new campaign via Havas Singapore

TD Ameritrade.jpgTD Ameritrade Singapore, a securities brokerage and online trading platform, has rolled out a new integrated campaign based around the tagline, "When you're ready to go big, you're ready to go TD Ameritrade".

This is the first piece of locally generated creative for the brand, developed by Havas Singapore. The key objective was to position TD Ameritrade as the default platform for elite local traders who want to trade on the U.S. markets.

VIEW THE SPOT
TD Ameritrade provides access to cutting-edge trading technology, low commission rates, online education, and outstanding customer service. A landmark brand in the U.S., TD Ameritrade is a relatively new entrant to the region, and this campaign is the brand's first major foray into Asia.

TD Ameritrade2.jpgThe launch TVC tells the story of Stephen, an ordinary guy from middle management, who has chosen to 'go big' by trading with TD Ameritrade.

"Singapore is well known as a 'giant killer': small in size, but packing a serious punch," added Andrew Hook, Group Executive Creative Director, Havas Singapore. "People here are rightfully proud of their national achievements and global stature. At the same time, they are highly competitive, and always looking for a way to get ahead. TD Ameritrade offers everyday folks the chance to step into the big leagues, with trading tools and support which can put them on par with the pros."

STEPHEN.jpgThe film was shot by director Damien Shatford from The Sweet Shop. Post was handled by The Spice Shop (Bangkok), with music composition and sound design by Song Zu (Singapore).

Damien Shatford, Director at The Sweet Shop said, "The beauty of this spot lies in the contrast between the prosaic world of the main character getting on with the daily grind, and the excitement that he feels inside. He's got a secret, and this gives him the confidence to express his inner cool."

Credits -
Andrew Hook, Group Executive Creative Director, Havas Singapore
Kelvin Lim, Associate Creative Director, Havas Singapore
Y2 Villanueva, Copywriter, Havas Singapore
Farhan Darma, Art Director, Havas Singapore
Vanessa Thomas, Agency Producer, Freelance
Antoine de La Seiglière, Regional Group Account Director | Director of Operations SEA, Havas Singapore
Sophie Reynard, Account Manager, Havas Singapore
Gereld Khoong, Strategic Planner, Havas Singapore
Damien Shatford, Director, The Sweet Shop
Laura Geagea, Executive Producer, The Sweet Shop
Daniel Ho, Managing Director, The Sweet Shop
Sharlene George, Global EP / Managing Partner, The Sweet Shop
Paul Prince, CEO / Founding Partner, The Sweet Shop
Edward Goldner, Director of Photography, The Sweet Shop
Boontawee (Thor) Taweepasas, Art Director, The Sweet Shop
Keith Ngiau, Editor, Freelance
The Spice Shop Bangkok - Post Production Company
Terrence Kwan , Executive Producer, The Spice Shop
Lindsay Jehan, Music Director, Song Zu
Ben Lam Composer Song Zu
Damian Waddell, Sound Designer, Song Zu
Donny Pereira, Executive Producer, Song Zu

5 Comments

Embarrassed said:

Truly awful. Not at all up to the standard that the brand has created outside Asia.

Comedy is occasionally no laughing matter.

Just asking said:

Forget creative.
Did EVERYONE involved in this actually thinkt this was funny.

michael said:

Damien Shatford, Director at The Sweet Shop said, "The beauty of this spot lies in the contrast between the prosaic world of the main character getting on with the daily grind, and the excitement that he feels inside. He's got a secret, and this gives him the confidence to express his inner cool."

Did someone - like a human being - actually say that without cringing?

Perplexed said:

All advertising needs to reflect the sentiments of the market. We are in the biggest recession since 2007 yet this ad manages to pretend that all is well.

People are shit scared of equities right now and this ad ignores the consumers feelings completely.

A huge fail on strategy.

michael said:

@perplexed
yes, I can't see who this ad is aimed at? Would this make me as an investor consider this brand, based on this ad? Can't see it. This isn't selling chicken wings at the local supermarket.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.