The first major campaign since Peter McHugh left

The first major campaign since Peter McHugh left Amsterdam shop 180 to join Carmichael Lynch in October consists of TV and print for A.G. Edwards focusing on how well the St. Louis, Mo.-based retail brokerage cares for its clients’ “nest eggs.” Taking that theme literally, the spots, directed by Lance Acord (who previously worked with McHugh on Adidas), which broke last week, show people walking around with giant eggs (which are real, not computer generated). Print takes a similar approach, with eggs in situations such as sitting on a barka lounger with copy reading, “Is your nest egg working as hard as it could?” Tagline remains, “Fully invested in our clients.” “The category itself is low interest to no interest; it’s confusing to a lot of people,” says McHugh, the chief creative officer at the Minneapolis shop. “What we wanted to do is use that nest egg icon as a visual centerpiece for the campaign, to serve up a message in a simple, approachable, wry sort of way.”

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