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Truck drivers buying islands with online trading fortunes, courtesy of Discover Brokerage Direct. Stuart, the office goofball, teaches his boss how to trade stocks on TD Ameritrade. And who can forget the E*Trade Super Bowl monkey shuffling through the cucaracha in a garage? When online trading companies took off at the height of the dot-com era, their ads captured the zeitgeist of the easy-money moment.
But ever since the financial meltdown and continuing market volatility took the humor out of investing, category players need to search for new messaging.