Hampel Bows NDB Work

Hampel/Stefanides’ first effort for National Discount Brokers since winning its advertising account in June repositions the online brokerage with a new tagline, “The resourceful investor’s best resource.”
The New York agency’s TV and print campaign touts NDB here as a service that not only executes trades, but provides information and resources to help clients make smart investments. NDB is one of several e-commerce clients the shop has added to its stable in the past year.
In one of two 30-second spots set to break over the next few weeks on outlets such as CNN, a voiceover introduces a surgeon who saves lives by day and makes a killing online by night. Dark, muted shots of him at work are followed by scenes in which he conducts trades on his home computer.
The print component takes a similar tack. One execution shows a black-and-white image of “Michael St. John, stuntman” (who also appears in a TV spot). The headline reads, “Takes big risks with his life. But not with his online broker.” The account is worth $7-10 million.
“We wanted to put a face on the brand,” said Brian Goodall, agency president.
The campaign is a departure from last year’s work from Earle Palmer Brown, which took a more tongue-in-cheek approach with the tagline, “The broker for those with a passion for trading.” NDB competes mainly with E-Trade and DLJ Direct.
In addition to NDB, the agency works for CyberShop, the Internet department store, and CDnow, an online music retailer. The agency launched a national effort for CDnow featuring fictitious pitchman Ian Plimsoll, “the world’s greatest roadie.” E-commerce clients now make up almost $30 million of the shop’s $125 million in billings.