DAVID BIANCULLI

Founder / Editor

ERIC GOULD

Associate Editor

LINDA DONOVAN

Assistant Editor

Contributors

ALEX STRACHAN

MIKE HUGHES

KIM AKASS

MONIQUE NAZARETH

ROGER CATLIN

GARY EDGERTON

TOM BRINKMOELLER

GERALD JORDAN

NOEL HOLSTON

 
 
 
 
 
A Brand Illusion
March 7, 2017  | By Eric Gould
 
Just in case you don’t think advertising pays, here’s an example of E*TRADE’s latest commercial, an ambitious-looking 30-second spot showing how the company provides you the resources of a whole stock trading floor from the convenience of your online account. It’s a clever idea by Grey Global, starting out with a flat panel display on a desktop, but as the dolly shot reveals, the setting turns out to be quite something else. These days it’s hard to tell what are CGI effects and what aren’t, but let’s assume it’s all the work of – as it seems – an incredibly fastidious set crew. –Eric Gould

 
 
 
 
 
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