E*TRADE Continues 'More to Love' Story with 'The Pursuit'

​​E*TRADE has unveiled the third chapter of its More to Love campaign, created by 72andSunny New York, at a pivotal time of year as audiences look for a fresh start and a renewed approach to managing their finances.

Staying true to ETRADE’s irreverent tone, The Pursuit taps into the thrill of uncovering something unexpected about a familiar brand, echoing the surprise of learning ETRADE is now part of Morgan Stanley. As part of an integrated marketing campaign, 'The Pursuit' will run during some of Q1’s biggest events, including NFL playoffs, NBA regular season, and March Madness.

​Andrea Zaretsky, CMO, Morgan Stanley Wealth Management and E*TRADE said, “What makes our More to Love campaign truly special isn’t just the action — it’s the message behind it: E*TRADE 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 now manage their financial lives with E*TRADE.”

​Juliana Cobb, chief creative officer, 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 the surprising way we’re showing people you’ll find even More to Love about E*TRADE now that it’s part of Morgan Stanley. 'The Pursuit' marks our third instalment of the wildly imaginative More to Love campaign – and after bringing talking walruses and medieval swordfighters to life in the previous iterations, it just felt right to take things up a notch with a high-action monkey heist."