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When Kevin Spacey appears on screen these days, you expect him to speak to camera in a South Carolina drawl, assess his chances at screwing over a rival, and perhaps even (spoiler alert) kill a person or two.
He does none of those things in E*Trade's new campaign from Ogilvy & Mather, but does aim for an air of mystery in his role as a "talent scout" who can tell by looking at someone whether he or she is "Type E*"—the company's term for sophisticated, savvy, self-directed investors.
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