Don't Get Mad, Get Uber Rich, Says E-Trade in Latest Campaign

First Work From MullenLowe Imagines Absurd Levels of Wealth

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Stop hating the one percent; you too could join their ranks. That's the message of the latest campaign by E-Trade, which humorously aims to appeal to our envy of the uber-rich and urges us "don't get mad, get ETrade."

The campaign, the first work through recently-appointed agency MullenLowe, consists of a series of spots directed by Smuggler's Ivan Zacharias that portray situations in which ordinary people are infuriated by the wealth of others.

In the main spot, seen here, our hero, prompted by his dismissive boss, daydreams about what the lives of the super-rich must be like, with the scenarios getting more and more absurd: pizza delivered by helicopter, business barons commissioning self-portraits, selfies in front of a private jet, a food fight in a sumptous mansion. He decides to get even by logging onto E-Trade.

In another spot, a man suffering the indignities of flying coach (like a kid kicking him in the back) walks up enviously to the first class cabin and gets a glimpse of everything that awaits him there: until the air hostess firmly shuts the curtain in his face. A third spot imagines the dumbest kid in high school getting his own yacht and channeling "The Wolf of Wall Street" with paddle-boarders. Shorter clips picture your boss on a luxury vacation, your broker wakeboarding and rich partygoers waking by the pool at noon.

MullenLowe was appointed as E-Trade's agency of record in April, replacing R/GA. The brand is still probably best known for its "baby" ads, created by Grey and ended by Ogilvy New York in 2014.

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About

Credits
Date
Jun 19, 2017
Agency:
MullenLowe
Chief Executive Officer:
Karl Roessner
Client:
ETrade
SVP, Head of Marketing:
Lea Stendahl
VP, Brand & Advertising:
Dawn Burke
Specialist, Brand and Advertising:
Natalie Labuda
VP, Media:
Lauren Radcliffe
Managing Partner:
Mark Wenneker
Chief Creative Officer:
Mark Wenneker
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Dave Weist
Creative Director:
Adam Calvert
Creative Director:
Jeff Vermeersch
Video Content Director:
Emile Doucette
Video:
Yeti Production
Associate Creative Director:
Ian Fairbrother
Associate Creative Director:
Chris Cavalieri
Global Chief Strategy Officer:
James Fox
Deputy Head of Strategy:
Elizabeth Paul
Executive Director of Integrated Production:
Lisa Setten
Executive Producer:
Mary Robinson
Assistant Producer:
Sarah Brennan-Athas
Director of Art Production:
Tracy Maidment
Studio Director:
Bob Hunter
Creative Director:
Sean O'Brien
Design:
Sean O'Brien
Executive Producer:
Shawn Smith
Curator of Art/Design:
Shawn Smith
Associate Director, Print Production:
Kristine Ring-Janicki
Associate Director, Experiential:
Kristine Ring-Janicki
Associate Director, Print Production:
Aidan Finnan
Group Leader, Layout:
Nick Minieri
Senior Copy Editor:
Xazmin Garza
Art Producer:
Eden Alaxanian
Jr. Art Producer:
Samantha Sturchio
Director of Business Affairs:
Kim Burns
Senior Business Affairs Manager:
Amy Keddy
Business Affairs Manager:
Maria Rougvie
Managing Director:
Jonathan Goldmacher
PR:
Jaclyn Ruelle
Account Director:
Jaclyn Ruelle
Account Director:
Crystal Todd
Account Executive:
Ellie Keeton
Senior Project Manager:
Jessica McLeod
Production Company:
Smuggler
Director:
Ivan Zacharias
Executive Producer:
Allison Kunzman
Line Producer:
Nick Landon
Director of Photography:
Jan Velicky
Editorial:
Robota
Editor:
Filip Malasek
Grade:
Universal Production Partners
Colorist:
Ondrej Stibingr
Grade Producer:
Magdalena Halamová
VFX:
The Mill
CD/2D Lead:
Corey Brown
2D Artist:
Blake Druery
2D Artist:
Yoon-sun Bae
Designer:
Laura Nash
Executive Producer:
Rachael Trillo
Producer:
Anna Borysewicz
Production Coordinator:
Zach Fortin
Audio Post:
Sound Lounge
Sound Mixer:
Tom Jucarone
Producer:
Liana Rosenberg
Motion Picture:
"If I Were a Rich Man"
Motion Picture:
Fiddler On The Roof
Artist:
Chaim Topol
Music Company:
We Are Walker

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