EPB Sells NDB’s ‘Passion’

By Teresa Andreoli

NEW YORK–Earle Palmer Brown is using a humorous approach in its first campaign for National Discount Brokers. The agency’s New York office won the creative portion of the $5-7 million account nine months ago.

The two new TV spots, which break today, are designed to ‘cut through the clutter’ of financial services ads, said NDB chairman Bill Karsh.

In one spot, the camera pans along a bedroom floor. There is a pink bra on the floor and a high-heel pump lodged in an ice bucket. A voiceover says,’Of all the passions people possess, perhaps none is as intense as the passion for trading.’

We then see a bed and a sleeping body. As off-camera groans get louder, the scene focuses on the main character typing on a laptop, presumably making electronic trades.

The tagline for the two 30-second spots is: ‘The broker for those with a passion for trading.’ The firm’s previous tagline, ‘Home of the flat fee trade,’ was developed internally, Karsh said. The ads tout NDB’s new $12 trading fee.

The ads mark the client’s first TV work since 1994, when it featured president Everett Lang. Citigate Albert Frank in New York handles the media planning and buying duties. Interactive banner and ‘pop-up’ ads from Internet Exchange International, Corona del Mar, Calif., will support the campaign.

NDB has limited its advertising to print for the last two years while it concentrated on building its interactive program, Karsh said. NDB relaunched its Web site on April 1.

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