“Let’s Light This Candle!”

In 2000, we had an advertising breakthrough, even compared to our past successes. Traditionally, ads for brokerage firms had been serious and boring like ads for banks. I wanted something funny, to show that our service wasn’t just less expensive…

“Let’s Light This Candle!”

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In 2000, we had an advertising breakthrough, even compared to our past successes. Traditionally, ads for brokerage firms had been serious and boring like ads for banks. I wanted something funny, to show that our service wasn’t just less expensive and faster, it was part of the good life. We found it when OgilvyOne Worldwide hired Michael Maronna, a twenty-two-year-old, former bike messenger and film student, to play the part of Stuart, an irreverent office assistant who teaches his boss to trade online. Stuart became a national sensation, and Maronna even made a cameo appearance at President Clinton’s annual White House Correspondents’ dinner.

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