Can you sell “unoriginality”?

With so many social media sites giving us ideas of how to live our lives (from the food we eat to the places we vacation), an insight was born for the social media/investing app eToro. It’s OK to not to be original.

The insight: People often feel lost when it comes to investing. Without guidance, the investing world can seem scary and esoteric.

The value prop: eToro has a social media component built into the app, allowing users to discuss investing strategies with each other, and easing the burden of tackling the investing world alone.

The problem: People don't immediately draw the connection between the value prop and how it helps them with the issue of investing.

The solution: Frame the benefit of having a social network built into an investing app by showing just how often we use social networks to make decisions.

I served as US creative director and copywriter for this spot. The other copywriter is Rachel Douglas and the Head of Creative for eToro is Shay Chikotay.

This commercial ran on NBC end of 2022 to 2023.