R/GA Launched First Broadcast Campaign for E*Trade

By Patrick Coffee 

Back in January, we learned that E*Trade had decided to drop Ogilvy as AOR after less than two years and go with R/GA, which had been creating digital work for the client for some time.

This win came as the agency planned “a new emphasis on TV work” for 2015, and its first broadcast campaign for the client quietly debuted nearly three weeks ago.

The campaigns are similar to Ogilvy’s work for the client in that they star Kevin Spacey, but the theme is now “Opportunity Is Everywhere.”


The first ad, “Beards,” is aimed at the kind of woman who might be spending a little too much time on the L train:

After watching Sunday night’s Mad Men, we can only say that we hope mustaches NEVER come back.

In the second spot, “Fast Food,” Spacey observes an investor who may be the last man on Earth to see the latest McDonald’s ads or stop by his local Chipotle:

Point taken, though. Finally, the most recent ad involves an impressionable everyman witnessing yet another thoroughly awful trend: “barefoot shoes.”

Cool. Now do “smart watches.”


Agency: R/GA

Taras Wayner, SVP Executive Creative Director

David DeCheser, Group Executive Creative Director

Michael Lowenstern, VP Digital Advertising

Lee Margolis, Creative Director

Philip Rackin, Group Strategy Lead

Peter Pawlick, Associate Planning Director

Kat Friis, Director of Broadcast Production

Kelly Wood, Executive Producer

Jeff Skutnik, Senior Producer

Jonathan Goldmacher, VP Client Services

Michael Beverley, Account Director


Production Partners:

Wayne McClammy, Director

Christjan Jordan, Editor

Hungry Man, Production Company

Rock Paper Scissors, Edit House

Brand New School, Graphics and Design