THE BASIS POINT

Is The A-Hole Broker In Scottrade’s New Ads A Scottrade Broker? (updated)

We love the new Scottrade ads featuring a self-centered limo and yacht dwelling stock broker. They’re hilarious because they capture the broker stereotype flawlessly. But this is a big change from how we felt about their long-running previous campaign where their CEO Rodger Riney was espousing discounts, service, and frugality from a helicopter. While these new Scottrade ads make us laugh, those previous ads made us cringe, and for the exact same reason: both feature a broker steeped in luxury claiming how much he values affordability for his customers. Our favorite A-Hole Broker In Limo and and Scottrade CEO In Helicopter ads are both below for comparison. You’d think their ad team would have though about the parallels. [UPDATE 3/15: On our previous post we noted that Scotttrade disabled embedding on their Helicoptor videos. They tweeted to thank us for our post, and let us know that they enabled embedding—this despite our criticism of their customer service message. Being a small blogger getting this note from them, we have to say: that’s pretty damn good customer service.]

CARICATURE OF A SCOTTRADE BROKER

CARICATURE OF A SCOTTRADE BROKER