easy does it

TD Waterhouse, the global online financial-services company, un-veiled its new national broadcast work last week. Tagged “How easy is this,” the four-spot campaign features celebrities—Dennis Miller, Rene Russo, Martin Short and Grant Hill—who show that managing finances is easy.

“We don’t use celebrities as spokespeople in the typical sense,” said Peter Post, CEO of Post & Partners in New York, which created the work. “We show them utilizing TD Waterhouse’s services as part of their lifestyles.”

Each ad features a celebrity touting the financial company’s offerings: Miller flaunts his knowledge of e-banking to woo a woman; Russo masters mutual funds online; Short parodies a boys’ rap group in hom-age to a network of bank branches; and Hill suggests wireless IRA investing for his athletically challenged neighbor.

“The new campaign is designed to increase the firm’s brand awareness,” Post said, “and to establish TD Waterhouse as a company that is easy to do business with.”

The spots are running on broadcast and cable. Print ads are also running in national newspapers and magazines.