Park Pictures Produces Crypto Trading Spot for E*TRADE
E*TRADE from Morgan Stanley has launched a new crypto offering and is marking the moment with a new TV spot, “What’s Next”, as the latest installment of the More to Love campaign.
The creative puts crypto in historical context—showing how financial innovation can feel new at first, then becomes part of everyday investing. Now that clients can buy, sell and trade Bitcoin, Ethereum and Solana on E*TRADE’s award-winning platform with insights from Morgan Stanley, the next frontier of trading is open.
The campaign launched with a full-scale, integrated rollout, including:
- A video debut timed to major sports and cultural moments, including MLB All-Star Weekend and the Home Run Derby
- Social engagement designed to ignite conversation on Reddit and X—meeting investors where they are active.
- A first-to-market Reddit execution featuring a custom tap-to-engage unit with real-time crypto pricing
The “What’s next” crypto spot showcases the evolution of trading through the ages—demonstrating how every financial shift starts out unfamiliar before becoming mainstream. Now, with crypto available on E*TRADE’s award-winning platform and insights from Morgan Stanley’s experts, the next frontier of trading is here.
Juliana Cobb, Chief Creative Officer, 72andSunny New York: “E*TRADE is an innovator who’s always been at the forefront of modern trading, so what better way to show the latest evolution – hello, crypto! - than to go back to the beginning?”
Nathan Price, Park Pictures director: "It's a film about the underdogs of history who had the temerity to embrace the new. A goat herder, a princeling on the make, cash mad pirates, a Reagan-era PC day trader. We wanted you to feel their vividness — the character actors, the richness of costume and place, and a camera hungry for their energy, hungry for life."
Andrea Zaretsky, Chief Marketing Officer, Morgan Stanley Wealth Management and E*TRADE: “What’s Next” dives into E*TRADE’s next frontier—crypto. The launch is a perfect example of what we want to convey in our More to Love campaign. Clients now have a seamless, integrated experience, through the award-winning E*TRADE platform, with the confidence and trust that comes from being a part of Morgan Stanley. With this campaign, we’re shining a light on how we meet investors at every step of their financial journey—whether they’re just starting out, experienced active traders, or planning for retirement.”
CREDITS
Creative Agency: 72andSunny New York
Production Company: Park Pictures
Director: Nathan Price
Editorial: Work
Color: Rare Medium
Sound Design & Mix: Concrete Form
VFX Studio: Untold
