THE BASIS POINT

Nest Egg Ninjas? Really TD Ameritrade?

In the TD Ameritrade retirement services commercial below, the firm’s “Nest Egg Ninjas” try to get your assets to manage. Memo to ad execs or anyone else anyone trying to be “hip” with ninja references: the only time a ninja reference is cool is if you’re referring to actual ninjas.

And the only time it’s even remotely acceptable in business is if the firm has some cool factor. For example, New York men’s clothing company Bonobos calls their customer service reps ninjas, but Bonobos was named after a monkey that mates for life, which you have to admit is pretty cool. But when TD Ameritrade does it to pitch financial and investment advice, they’re missing the mark, despite what their demographic research tells them.