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E*TRADE’s 'More To Love': Key Findings
Campaign Snapshot
E*TRADE from Morgan Stanley launched its latest "More To Love" campaign with a playful mix of action and humor.
Developed with 72andSunny New York, the campaign aims to put personality behind the financial message by combining surprise moments with a clear message about product value.
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More than that, it aims to show how its expanded platform now lets people invest on their own and talk to a pro when they’re ready.
"What makes our 'More to Love' campaign truly special is what’s behind the action: the message that E*Trade is better than ever now that it’s running with Morgan Stanley,” said Andrea Zaretsky, CMO.
"For the first time since we’ve joined forces, we’re showcasing how customers can seamlessly manage banking and investing all in one place."
Zaretsky’s line about seamless service leans into the core value proposition: with Morgan Stanley’s backing, E*TRADE’s direct-to-consumer (DTC) investing tools now come with added professional insights and guidance.
That brand positioning lets the creative team build unexpected moments around everyday instincts, turning people's curiosity into a reason to consider the brand.
“As we enter a new year filled with possibilities, ‘The Pursuit’ celebrates how clients can now manage their financial lives with E*Trade," Zaretsky added.
To give it personality, the campaign’s tone also taps into humor to make financial services feel more approachable without talking down to viewers.
In Pursuit of E*TRADE
In the push, the company rolled out multiple 30-second films, including ones titled “Call of the Wild” and “The Duel.”
Each of them features unexpected discoveries that mirror the emotional payoff the brand wants viewers to feel.
One spot titled "The Pursuit" shows a CGI monkey snatching a valuable object, prompting a heroic dad (played by stunt performer Ashton Moio) to embark on a high-energy chase involving parkour moves and a 20-foot dive.
In another short, sword fighting and wild moments are framed as metaphors for uncovering something new about someone you thought you already knew.
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Across these films, narrative twists suggest that discovering enhanced features like expert insights from Morgan Stanley, paired with E*TRADE’s trading interface, can feel as surprising as the chaotic beats.
Beyond the storytelling, the campaign is designed to run across national TV, streaming, digital channels, and social media, where shorter cuts and behind-the-scenes content extend reach.
Lessons From E*TRADE’s Daring Approach
For marketers, E*TRADE’s latest campaign serves as a case study in making financial products feel fun without losing substance.
- Financial services ads benefit from surprising narrative hooks that reflect product benefits in memorable ways.
- Aligning bold fictional ideas with a clear product message helps avoid confusion between entertainment and the value proposition.
- Multi-spot storytelling across media channels can deepen recognition and make complex offerings feel more human.
Last year, E*TRADE from Morgan Stanley was named the #1 Web Trading Platform and earned multiple “Best in Class” distinctions for mobile, tools, and research.
Our Take: Can Financial Ads Still Surprise Us?
Ever since E*TRADE first turned a monkey into a punchline, the bar for financial advertising has been higher than people like to admit.
Watching this campaign makes us realize how rare it is to see a brand take creative and narrative risks at the same time.
The parkour, the chaos, the chase, none of it works unless the product message holds steady underneath.
Here, it does.
When the foundation is solid, you can afford to have fun with it, and audiences will follow without questioning your seriousness.
In other news, Crunch Fitness recently tapped into '90s nostalgia to remind gym-goers of the fun in community in its latest campaign.
These top agencies specialize in campaigns that push consumers to make a move.
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