A TV spot, created by Atomic London, shows a world where otherwise ordinary people have horns, to depict their bullish nature because they trade on the side using eToro’s online service.
The quirky ad shows a barber with huge bull’s horns asking passersby if they are buying or selling a commodity.
The TV ad will air from tomorrow (2 February) alongside a large-scale takeover at Waterloo station today, featuring digital and print outdoor ads. The TV ads will run on Bloomberg and Sky News and cinema, with print ads in the Evening Standard, City AM and Money Week. Outdoor ads will also appear at other National Rail stations, including Liverpool Street.
It is the first campaign for the brand by Atomic London, which won the account in July last year. It was art directed by Tim Kittel and copywritten by Samantha Laub, while the TV spot was directed by Mischa Manson Smith through Rogue Films.
Brand Links handled the media planning and buying.
EToro, which is a sponsor for Premier League football team West Ham United, allows its customers to trade and invest directly with the markets, with the option to "copy" existing traders whose track records are available to see on its network. It was founded in 2006 by Yoni Assia, the chief executive, his brother Ronen and David Ring.
Hannah Hill, the head of brand marketing at eToro, said: "eToro is a game-changer in the fintech sector – we are democratising investing and giving people the confidence to trade with the ‘wisdom of the crowd’ behind them."