Furlined's Brian Aldrich Directs “Rocky” Montage For TD Ameritrade, Havas NY

By

Robert Goldrich
Wednesday, Jan. 8, 2020

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TD Ameritrade looked to recreate the most iconic training montages from the Rocky movie franchise but with a new hero and coach. Jim and an aspiring investor, who is already confident but wants to get better. Deploying the iconic “Gonna Fly Now” Rocky soundtrack, we see the investor trainee get stronger and smarter before our eyes--dovetailing nicely with TD Ameritrade’s new “Where Smart Investors Get Smarter” campaign created in partnership with Havas New York.

Harry Bernstein, Havas NY chief creative officer, said, “It started with a simple insight: knowledgeable hungry investors can go to TDA (TD Ameritrade) to become smarter. So we brought this insight to life, in the literal sense, by tapping into nostalgia and the successful hungry trope of one of the most powerful and unforgettable training montages from the Rocky franchise. Fueled by iconic music and imagery, we showed what this smarter training looked like from the inside of a trader’s mind. We even had Rocky star Ivan Drago—Dolph Lundgren, who has a 160 IQ—make a guest appearance, further fueling and blurring the lines of reality and daydream.”

Titled “Training Montage,” the spot was directed by Brian Aldrich of production company Furlined. 

Credits

Client TD Ameritrade Agency Havas New York Harry Bee, chief creative officer; Israel Garber, global executive creative director; Peter Gosselin, executive creative director; Jay Hunt, group creative director; Kevin Kearse, Akos Papp, creative directors; Chandler Bullock, copywriter; Allyn Scherr, art director; Tim Maleeny, president, chief strategy officer; Elaine Purcell, co-head of strategic planning; Jim Howell, strategy director; Cathy Pitegoff, head of production; Arlene Steinwald, executive broadcast producer; Victoria Lepham, jr. producer. Production Furlined Brian Aldrich, director; Jay Wakefield, exec producer; Jason Gilbert, line producer; Corey Walter, DP. Editorial Arcade Will Hasell, editor; Andrew Cravotta, post producer. Postproduction The Mill Mikey Rossiter, colorist; Luis Martin, sr. post producer; Kieran Hanrahan, lead Flame artist. Audio Post Sound Lounge Rob DiFondi, audio engineer; Lauren Mullen, producer. Music "Gonna Fly Now," from "Rocky" franchise

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