E*TRADE from Morgan Stanley has unveiled its latest brand campaign, “What’s Next,” celebrating the launch of cryptocurrency trading on its award-winning platform. Created by 72andSunny New York and produced by Park Pictures, the campaign marks the newest chapter of the brand’s “More to Love” platform.

The new film places crypto within the broader history of financial innovation, illustrating how groundbreaking investment opportunities often begin as unfamiliar concepts before becoming part of everyday investing. With clients now able to buy, sell and trade Bitcoin, Ethereum and Solana on E*TRADE’s platform—supported by insights from Morgan Stanley—the campaign positions crypto as the next evolution in trading.

The integrated campaign launched today across multiple channels, including:

  • A national video rollout timed to major sports and cultural events, including MLB All-Star Weekend and the Home Run Derby.
  • Social activations designed to spark conversation across Reddit and X, reaching investors where they are most active.
  • A first-to-market Reddit execution featuring a custom tap-to-engage unit displaying real-time cryptocurrency pricing.

The spot, titled “What’s Next,” traces the evolution of trading across different eras, showing that every major financial shift once seemed unfamiliar before becoming mainstream. By connecting historical moments of innovation with today’s crypto landscape, the campaign reinforces E*TRADE’s position at the forefront of modern investing.

Juliana Cobb, Chief Creative Officer at 72andSunny New York, said: “E*TRADE is an innovator who’s always been at the forefront of modern trading, so what better way to show the latest evolution – hello, crypto! – than to go back to the beginning?”

Park Pictures director Nathan Price added: “It’s a film about the underdogs of history who had the temerity to embrace the new. A goat herder, a princeling on the make, cash mad pirates, a Reagan-era PC day trader. We wanted you to feel their vividness — the character actors, the richness of costume and place, and a camera hungry for their energy, hungry for life.”

Andrea Zaretsky, Chief Marketing Officer of Morgan Stanley Wealth Management and ETRADE, said: “‘What’s Next’ dives into ETRADE’s next frontier—crypto. The launch is a perfect example of what we want to convey in our More to Love campaign. Clients now have a seamless, integrated experience through the award-winning E*TRADE platform, with the confidence and trust that comes from being part of Morgan Stanley. With this campaign, we’re shining a light on how we meet investors at every step of their financial journey—whether they’re just starting out, experienced active traders, or planning for retirement.”


CREDITS

  • Creative Agency: 72andSunny New York
  • Production Company: Park Pictures
  • Director: Nathan Price
  • Editorial: Work
  • Color: Rare Medium
  • Sound Design & Mix: Concrete Form
  • VFX Studio: Untold