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All Night Long

All Night Long

Natasha Smith

Natasha Smith

February 7, 2018

A classic '80s tune becomes a fun new anthem for investors.

“You get one shot to play the ‘All Night Long’ card with Lionel Richie.”

Grammy-winning artist Lionel Richie puts his comedic skills on display in these new spots for brokerage firm TD Ameritrade. Paul Johnson, executive creative director at Havas New York, shares some amusing stories about the creation of the spots and what it was like working with the superstar.

So, how did you come up with the storyline for “All Night Long?”

24/5 trading is a big deal. A game changer. So we knew we needed something equally big and worthy of such an announcement. And who better to help ring in the era of all-night trading than the man synonymous with all-night endeavors, Mr. Lionel Richie.

Is this ad meant to attract a new audience or provide a new message to an existing audience?

It can really do both. Our existing audience will understand it’s yet another way TD Ameritrade is revolutionizing the industry. And for those who might be less familiar with the industry, it demonstrates a superior market advantage.

Anything surprising about working on this spot?

Lionel Richie is even more awesome than I thought!

In addition to this ad, what creative solutions did you use to intensify the message?

There are additional digital and social executions involving Lionel that continue to reinforce and amplify the ability to trade 24/5.

The spot “All Evening Long” also featured Lionel, during the pregame show. How did you come up with this funny continuation of the story?

You get one shot to play the “All Night Long” card with Lionel Richie. You don’t want to overdo it. So we knew that to extend the narrative we’d have to have fun with the whole notion of annoying “fan requests”, in this case including our host Jim and Steve Quirk TD Ameritrade’s EVP.

What was it like to work with Lionel Richie?

You never know what celebs are going to be like when they show up on the set. But Lionel was amazing. Very nice. Charming. Up for whatever we threw at him. He gave it everything from the time he showed up to the time he left. There’s a reason he’s a superstar.

One odd moment stands out in my mind. We were shooting at this out-of-the-way soundstage in Queens. Quiet neighborhood. And Lionel, Brian Aldrich (the director), and a few creatives were outside taking Lionel through the scripts for the first time when a truck happened to drive by and you could hear a Lionel Richie song quietly playing from the truck. The truck just kept on going and the driver never looked at us. We all laughed. A coincidence? Maybe too coincidental? We’ll never know.

“You get one shot to play the ‘All Night Long’ card with Lionel Richie.”

Grammy-winning artist Lionel Richie puts his comedic skills on display in these new spots for brokerage firm TD Ameritrade. Paul Johnson, executive creative director at Havas New York, shares some amusing stories about the creation of the spots and what it was like working with the superstar.

So, how did you come up with the storyline for “All Night Long?”

24/5 trading is a big deal. A game changer. So we knew we needed something equally big and worthy of such an announcement. And who better to help ring in the era of all-night trading than the man synonymous with all-night endeavors, Mr. Lionel Richie.

Is this ad meant to attract a new audience or provide a new message to an existing audience?

It can really do both. Our existing audience will understand it’s yet another way TD Ameritrade is revolutionizing the industry. And for those who might be less familiar with the industry, it demonstrates a superior market advantage.

Anything surprising about working on this spot?

Lionel Richie is even more awesome than I thought!

In addition to this ad, what creative solutions did you use to intensify the message?

There are additional digital and social executions involving Lionel that continue to reinforce and amplify the ability to trade 24/5.

The spot “All Evening Long” also featured Lionel, during the pregame show. How did you come up with this funny continuation of the story?

You get one shot to play the “All Night Long” card with Lionel Richie. You don’t want to overdo it. So we knew that to extend the narrative we’d have to have fun with the whole notion of annoying “fan requests”, in this case including our host Jim and Steve Quirk TD Ameritrade’s EVP.

What was it like to work with Lionel Richie?

You never know what celebs are going to be like when they show up on the set. But Lionel was amazing. Very nice. Charming. Up for whatever we threw at him. He gave it everything from the time he showed up to the time he left. There’s a reason he’s a superstar.

One odd moment stands out in my mind. We were shooting at this out-of-the-way soundstage in Queens. Quiet neighborhood. And Lionel, Brian Aldrich (the director), and a few creatives were outside taking Lionel through the scripts for the first time when a truck happened to drive by and you could hear a Lionel Richie song quietly playing from the truck. The truck just kept on going and the driver never looked at us. We all laughed. A coincidence? Maybe too coincidental? We’ll never know.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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