ShareBuilder launches new TV campaign


ShareBuilder from ING DIRECT USA announced the premiere of a new television campaign that encourages every American to invest in their future, even if it’s just a fraction of a share at a time. To launch the new ad, the online brokerage firm also announced an offer of free automatic investment credits to help Americans get their financial goals started off on the right foot in 2010.

The 30-second spot entitled “Owners” features three Main Street Americans in everyday life — a bike courier, young professional and construction worker — who are empowered to take control of their future by using ShareBuilder to invest in the world’s leading companies.  One segment features the construction worker unloading reams of cable from his truck and declares: “I own my wireless company.  Not the other way around.”  The ad campaign motivates viewers to take a self-directed approach to ownership by buying stock in companies they want to own and closes with the statement “It’s Your Future.  Get Your Share.”

The ad reinforces ShareBuilder’s strength as a leading online broker for Main Street Americans, and emphasizes that anyone — regardless of how much money they have or how old they are — can be an investor at ShareBuilder helps investors break through typical barriers to enter the stock market with no minimum investment required to open an account and by not charging inactivity fees.  Additionally, ShareBuilder investors can make real-time trades and set up an Automatic Investment Plan, as well as buy fractional shares of stock with no minimum investment.

The “Owners” TV spot started airing 12/29 during the kick off of the college football bowl season.  It will air on various national cable networks including CNBC, ESPN, HGTV, Fox News and CNN.  GWP Brand Engineering is the brand communications agency that created the television campaign for ING DIRECT USA’s ShareBuilder.

The ad can also be found on ShareBuilder’s social media channels at Facebook (, Twitter ( and YouTube (