When Kevin Spacey appears on screen these days, you expect him to speak to camera in a South Carolina drawl, assess his chances at screwing over a rival, and perhaps even (spoiler alert) kill a person or two.
He does none of those things in E*Trade's new campaign from Ogilvy & Mather, but does aim for an air of mystery in his role as a "talent scout" who can tell by looking at someone whether he or she is "Type E*"—the company's term for sophisticated, savvy, self-directed investors.
This Spacey spot is the first in what will be a series, Ogilvy tells us.
An earlier spot that launched the campaign was titled "Epic Musical" and featured everyday people singing and dancing because they are Type E*. The new campaign follows the demise of the E*Trade baby, the star of Grey's longtime campaign, who was put out to pasture after six years of never growing up.
"If you think about it, our target has grown to become more sophisticated, so the baby needed to grow up as well," said Russell Messner, global managing director at Ogilvy. "That being said, we did not want to alienate the smart wit and irreverence that are inextricably linked to the E*Trade brand. We believe Kevin Spacey, our 'Type E* Talent Scout,' is a great embodiment of this new phase in the brand's history."
Spot: "Talent Scout"
Agency: Ogilvy & Mather, New York
Executive Creative Director: Steve Howard
Group Creative Director: Chris Van Oosterhout
Chief Creative Officer: Alfonso Marian
Copywriters: Gage Clegg, Ian Going, Chad Johnson, Allison Lackey
Art Directors: Lauren Van Aswegen, Kevin Riley, Becca Morton
Executive Producer: Maureen Phillips
Global Managing Director: Russ Messner
Executive Group Director: Adam Puchalsky
Account Director: Melissa Bartolini Kearney
Head Planner: Margaret Rimsky
Senior Planner: Ned Sonnenschein
Director: Stacy Wall
Senior Content Producer: Karen Rossiter
Production Company: Imperial Woodpecker
Editing: Chris Franklin, BigSky Edit
Music: Tonal Sound
Color Correction: Chris Ryan, Nice Shoes
Mix: Tom Jucarone, Sound Lounge