Broadcast TV • Direct Response 

Why do people love online investment company Betterment? It might have something to do with their low, transparent fees, easy-to-understand UI, and investment strategies backed by nobel-prize winning research. Betterment needed a way to convey these stellar talking points in a direct response-style commercial that would work hand-in-hand with its brand campaign.

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Working within DR best practices--human eye contact, simple, straightforward messaging--we developed several creative ways in to tackle the brief. But why choose between two great options? Betterment decided to run both creative approaches to test in market.

The first spot, "Second Guesses" honed in on real investing doubts, like: "Am I making the most of my money?" Or, "Is my advisor getting paid to recommend certain funds to me?" These relatable questions paved the way for a leading transparent investment solution like Betterment.

The second spot, "Which Side?" presented the old vs. new way as a simple and compelling choice: Do you want to invest the old way or the new way? The simple yet effective framework was established to drive our audience to pick a side and take control of their financial future.