Is Your Stockbroker a Dummy?

We first offered customers the chance to trade stocks using a touchtone phone (and later, a personal computer) under the name Accutrade. We needed our advertisements to explain how the service worked but also to give customers a warning: when…

Is Your Stockbroker a Dummy?

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We first offered customers the chance to trade stocks using a touchtone phone (and later, a personal computer) under the name Accutrade. We needed our advertisements to explain how the service worked but also to give customers a warning: when a stockbroker gave them “advice,” it was just the firm’s company line. Asking a broker for advice was like asking a ventriloquist’s dummy. So, for this ad from 1994, we decided to use Buffalo Bob and Howdy Doody, the dummy that starred in the famous 1950s children’s television show, to introduce them to a smarter choice, Accutrade. This spot angered a lot of the traditional brokers, but it was all true.

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