Online Trader Debuts National Ad Campaign

SAN FRANCISCO Gearon Hoffman this week breaks its first national television campaign for Scottrade Financial Services. Ad spending this year by the St. Louis client will total about $20 million.

A trio of 30-second commercials from the Boston-based independent features vignettes showing what company founder and chief executive Rodger Riney was supposedly like as a boy. In “Topiary,” the young Riney surprises his mother by creating an ornate sculptured garden as part of his regular yard work. A spot called “Camping” finds the youngster on an outing with friends; he builds an elaborate tree house, cuts and stacks countless cords of firewood and roasts a pig for dinner.

“Even as a kid, I believed in giving people more for their money,” the real-life Riney says, explaining the advantages Scottrade offers to online investors. The spots are not tagged.

The shop was selected for the account following a review earlier this year; the client had previously handled its advertising in-house. Print and direct executions are also part of the assignment.