Cole & Weber hopes to take advantage of the stock market's mass seduction of the populace with its ads for Netstock Direct, an online resource for direct investing.
The Seattle agency launches a national cable TV and print campaign this week promoting Netstock's ShareBuilder.com service. Thirty- and 60-second spots are scheduled
to air on national cable networks
such as CNBC and CNN. Print ads will appear in Time, Newsweek and
Money. The ad budget is $3-5 million.
One 60-second spot highlights the phenomenon of investors spending time following the market instead of focusing on their careers. It shows a pregnant woman about to give birth in a taxi as the driver watches the market ticker-tape outside the cab, then cuts to mentally ill patients on the loose outside an asylum, seemingly abandoned by doctors who are busy following the market.
"Maybe we all don't need to be day traders," says a voiceover. "Maybe we can invest online without trading in our lives." The tagline: "The sane way to invest online."
Founded in 1996, Bellevue, Wash.-based Netstock Direct (www.netstockdirect.com) enables consumers to enroll online in direct investment plans, offering a database of the companies that offer them and summaries of the plans themselves. Through ShareBuilder.com, its flagship product, users can open direct investment accounts.
Client vp of marketing and business development Brian Ratzliff said the ads reflect the insanity of the current investing climate. "Investing is supposed to give you the freedom to do other things," he said. "Yet we've been sucked into this sense that we need to watch the market 24 hours a day. ... We allow people to invest with the freedom of not worrying about daily aberrations, no matter how severe."
Ron Klein, svp/
executive creative director at C&W, said the topic hits close to home. "I notice when I get together with my friends now, we don't talk about sports anymore. We talk about investing," he said.
C&W's creative team included art director Steve Rudasics and copywriter Jim Elliott. K