E*TRADE has rolled the third instalment of the ‘More to Love’ campaign, which continues the theme that even the most familiar brands can still reveal something unexpected.
‘The Pursuit’ leans into the sense of surprise that comes from discovering a hidden side to something you think you already understand, echoing the revelation that E*TRADE now operates as part of Morgan Stanley.
To bring this to life, the hero film follows a couple on holiday after a monkey snatches the woman’s ring, triggering an elaborate chase that reveals her husband’s previously unknown parkour skills.
The ad draws a direct link between the storyline and the brand message, positioning E*TRADE’s integration with Morgan Stanley as a similarly eye-opening discovery that allows customers to invest and bank within a single platform.
A narrator reinforces this, saying: “You think you know someone until one day, they make an unexpected leap. It’s like finding out E*TRADE is running with Morgan Stanley so you can invest and bank under one roof.”
‘The Pursuit’ will feature as part of a wider, integrated marketing push and is set to air alongside major sporting fixtures throughout the first quarter, including the NFL playoffs, the NBA regular season and March Madness.
The latest creative follows previous ‘More to Love’ executions, including ‘Call to the Wild’, which shows a family on a calm boat trip hoping to spot wildlife. When it seems their luck has run out, the mother lets out a roar that unexpectedly attracts a walrus, reinforcing the campaign’s theme of surprise.
The full video can be found here: E*TRADE from Morgan Stanley | The Pursuit