BOSTON Scottrade Financial Services bows its first national television campaign from Gearon Hoffman next week.
Ad spending this year by the St. Louis client will total about $20 million.
A trio of 30-second commercials from the Boston-based independent features vignettes showing what company founder and chief executive Roger Riney was like as a boy. In "Topiary," the young Riney surprises his mother by creating an ornate sculptured garden as part of his regular yard work. A spot called "Camping" finds the youngster on an outing with friends; he builds an elaborate tree house, cuts and stacks countless cords of firewood and roasts a pig for dinner.
"Even as a kid, I believed in giving people more for their money," the real-life Riney says, explaining the advantages Scottrade offers to online investors. The spots are not tagged.
The shop was selected for the account following a review earlier this year; the client had previously handled its advertising in-house. Print and direct executions are also part of the assignment.
The work is important for the agency because it helps re-establish the shop in the financial category after its loss of longtime client BrownCo, a unit of J.P. Morgan Chase, last December following a review won by Via of Portland, Maine.