E*TRADE PROMOTES MODIFIED TRADING SERVICE
By Adnews Staff
Toronto-based E*Trade Canada is promoting its recently modified Power E*Trade service with a national multimedia advertising campaign from Grey Worldwide Toronto. Full-page newspaper ads, radio commercials and online advertising began running late last year, presenting E*Trade as a way for active traders to "trade smarter, faster." One newspaper execution reads, "Trade so fast, the athletic committee will request a urine sample." Online banner advertising makes use of the copy, "Faster than Elvis at an all-beef buffet in Vegas," and "Superhero fast. Without the embarrassment of spandex tights." Other ads highlight the speed of the service, describing Power E*Trade as "What roadrunners would use if they traded. And had hands." The campaign concludes this month.