Money Management Hypnosis

TDAmeritrade is in the business of pedalling stocks. Scratch that.

TDAmeritrade is in the armchair psychology business.

These ads are painful to watch. The strategy is off base, the casting and acting are weak, and the dialogue is artificial and forced.

Are investors in the market so lost today that they need a broker to guide them, not only in financial decisions but also on the path to a healthier and happier life?

I don’t grasp the desire to overcomplicate. There are legitimate reasons to do business with TDAmeritrade. Why not put them front-and-center in the firm’s TV advertising?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.