“Dividend reinvestment participation” -- words that consumers had (likely) never heard from Ringo Starr before Super Bowl XXXIV in 2000, which is of course what gives this BBDO New York spot for Charles Schwab its comic punch.
The ad continued an ongoing campaign in which unexpected people spoke in financial jargon. This time Starr finds half a dozen stock-market rhymes for “elation.” As our ad reviewer at the time summed it up, “How about a nice ovation for this concept's latest iteration?”
The spot came, of course, on the heels of 457 IPOs in 1999, many of them related to the internet or tech, and a fair portion of which doubled in price on day one of trading, according to Investopedia. The ad was one of two Charles Schwab ads in the 2000 game (see also "Retirement Home"), and was accompanied by other financially-minded commercials from The Wall Street Journal ("Fingerprint") and E-Trade ("Wasting $2 Million," "Out the Wazoo," "Backup Plan").
Director: David Cornell. Agency Producer: J.D. Williams.Send credit info to SuperBowlAdArchive@adage.com.