D'Arcy Masius Benton & Bowles' first TV effort for fledgling online finance magazine TheStreet.com escalates the Web site's positioning as an addictive destination for information junkies.
Two spots targeting independent investors play on people's "obsession" with the site. The first has site founder, financial columnist and TV personality James J. Cramer wandering around a deserted Wall Street on a Sunday. Skewed camera angles evoke the irreverent writing style of the site. A voiceover calls Cramer an "obsessed financial news junkie." The spot ends by reminding viewers, "Sunday here is Monday in Tokyo."
The second spot shows a woman in bed talking vaguely of her obsession with financial news. She tosses, turns and eventually leaves a sleeping man beside her. The impression is that she will call a lover. Instead, she logs on to the site. The spot ends with her sinking back into the pillows, smiling about something a male columnist wrote. Her voiceover oozes, "You bad, bad boy." The tagline: "Blah, blah, blah. Not." The spots, which break Friday, are complemented by print and radio ads.
DMB&B here has handled media and creative duties for the client since December, when it won the account without a review from Ryan Drossman & Partners, New York. Ryan Drossman's untagged spots focused more on Cramer talking directly to viewers about the site.
Sources estimate the campaign budget at $10 million. CKS SiteSpecific handles interactive chores.
TheStreet.com competes with The Wall Street Journal, Reuters, and Bloomberg and online financial Web sites such as The Motley Fool.