E*TRADE has launched The Pursuit, the third installment of its More to Love campaign, created by 72andSunny New York, timed to the start of the year when consumers are rethinking their financial goals and looking for a fresh approach to managing money.
Staying true to ETRADE’s signature irreverent tone, The Pursuit plays on the excitement of discovering something new about a familiar brand—mirroring the surprise many consumers still experience when learning that **ETRADE is now part of Morgan Stanley**. The campaign underscores how the platform has evolved while keeping the personality that has long set it apart.
As part of a fully integrated marketing rollout, The Pursuit will air during some of the biggest moments of Q1, including the NFL playoffs, the NBA regular season, and March Madness, ensuring high visibility across major cultural and sports touchpoints.
Andrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*TRADE, explained the significance of the campaign:
“What makes our More to Love campaign truly special isn’t just the action—it’s the message behind it: ETRADE is better than ever with Morgan Stanley. For the first time since joining forces, we’re showcasing how clients can seamlessly manage banking and investing all in one place. As we enter a new year filled with possibilities, The Pursuit celebrates how clients can manage their entire financial lives with ETRADE.”
From a creative perspective, the spot continues the campaign’s tradition of unexpected storytelling. Juliana Cobb, chief creative officer at 72andSunny New York, commented:
“Sometimes, someone you thought you knew finds a whole new way to surprise you. So when Dad suddenly parkours after a thieving capuchin, that’s our way of showing people there’s even more to love about E*TRADE now that it’s part of Morgan Stanley.”
Following previous campaign chapters featuring talking walruses and medieval swordfighters, The Pursuit raises the stakes with a fast-paced, high-action monkey heist—reinforcing the idea that E*TRADE’s evolution brings both expanded capabilities and a renewed sense of fun.
