Draft Says CME’s Time Is Now

DraftWorldwide’s first advertising for the Chicago Mercantile Exchange positions the newly public futures market as a hyper-speed opportunity for investors seeking an edge.

The Chicago shop won the estimated $5-10 million account in December after a review that was prompted in part by the client’s global expansion. The incumbent was Cramer-Krasselt, Chicago.

Print and cable TV break Monday in the U.S. and Europe. A building wrap in New York’s Times Square, opposite a sign for Nasdaq, also will tout the exchange. “We wanted to be right in their face,” agency CEO Howard Draft said.

The campaign’s theme, “CME Now,” indicates the immediacy of the exchange’s investment offerings on a round-the-clock, global schedule.”It’s all now or never, we don’t live in the future, we don’t live in the past, it’s consecutive points of now,” said Draft chief creative officer Lor Gold.

Gold and guitarist Ira Ingber wrote the music for the spots, a blaring, ramped-up guitar jam intended as a wake-up call for investors tuning in for their morning dose of financial TV.

Multiple streaming images are overwritten with messages such as “Where eyes widen and rarely blink” and words like “empower” and “electrify.”

TV will run on the Bloomberg and CNBC cable channels, with a heavy morning rotation, through March. Print will appear in major dailies and national papers including The Wall Street Journal.