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The Buck Stops Here

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Think Introduces 'Dollar Bill' for JB Oxford
LOS ANGELES--Discount and online brokerage JB Oxford & Co. is expected to begin a second flight of ads this week.
The TV, print and online campaign via Think New Ideas features a human-sized dollar bill character, representing money that hasn't been optimally invested. The lovable but lazy Bill is depicted by Kevin Farley, brother of the late actor Chris Farley.
"[Bill] tries very hard, but he's not meeting his potential," said David Trim, associate creative director/copywriter at Think, Los Angeles.
In casting, the shop was looking for a comic character like Gilligan from Gilligan's Island. "We wanted someone who could express a soft vulnerability with an earnest desire to do better," said Trim. "We think Kevin really pulls it off."
In one spot, Dollar Bill's owner finds him lounging on the couch watching a sci-fi movie. "I'm tired of busting my hump all day while you sit around. ... I don't know what to do with you, Bill," he complains.
"You need help," responds Bill. "Let's call JB Oxford. Get on the Internet." The tag: "Put your money to work."
"This is to best way to reach the 'portfolio cruise controller' who has modest investments but is intimidated by the thought of taking an active role in their allocation and movement," said agency senior vice president Jonathan Anastas.
The campaign ran last fall for six weeks. For this flight, TV ads are airing nationally on cable, with an emphasis on key Internet markets.