Since E*Trade is about seizing opportunity, spokesman Kevin Spacey says he’s going off script in this spot and proceeds to seize varied artistic opportunities by portraying different characters–replete with distinctive accents and dialects–in rapid fire succession.
Steve Miller of @radical.media directed the ad, entitled “Accents,” for agency R/GA, New York.
Client E*Trade Agency R/GA, NY Nick Law, global chief creative officer; Taras Wayner, SVP, executive creative director; Michael Lowenstern, VP, digital advertising; Lee Margolis, creative director; Steve Giraldi, Peter Unger, associate creative directors; Kat Friis, group director, film production; Brian Schierman, sr. producer. Production @radical.media Steve Miller, director; Frank Scherma, Gregg Carlesimo exec producers; Frank Dituri, head of production; Matt O’Shea, line producer; Igor Martinovic, DP. Editorial Cutting Room, NY Merritt Duff, editor; Megan Katuran, assistant editor; Melissa Lubin, exec producer. Music JSM, NY Joel Simon, chief creative officer/composer; Neil Jason, composer; Nathan Kil, composer/sound design; Jeff Fiorello, exec producer. Telecine Company 3, NY Tim Masick, colorist. Postproduction Light of Day, NY Colin Stackpole, exec producer; Pete DeAndrea, Flame artist. Audio Sonic Union, NY Michael Marinelli, audio engineer; Justine Cortale, sr. producer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
