Description
Open any social feed and you'll find someone promising that investing is easy. Three clicks, a green arrow, financial freedom by Friday. An entire industry has been built on selling that illusion.
The market never agreed to it.
The Coacher, eToro's new UK campaign, takes the opposite stance. Borrowing the unmistakable energy of a tough fitness coach, the campaign calls out the fantasy and reminds viewers of a truth the category has been quietly avoiding: investing is hard work. The market is unforgiving. There are no shortcuts.
But there is a smarter way to train.
CopyTrader lets investors follow people with verified, multi-year public track records — every position visible, every decision logged. Not a shortcut. A way to learn from those who've already put in the reps.
In a category obsessed with "easy," eToro chose honesty. And a coach who isn't here to make you feel good.
This professional campaign titled 'The Coach' was published in United Kingdom in May, 2026. It was created for the brand: eToro, by ad agency: eToro - In House. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 4 days ago by Head of Creative: Shay Chikotay of eToro.
Credits
Brand: eToro
CMO: Nir Smulewicz
VP Marketing: Yannay Politi
Head of Creative: Shay Chikotay
Director of Marketing Studio: Ella Krap Israel
Copywriters: Ron Minnes
Team leader: Yafit Ovadya
Art Director: Yoav Banai
Marketing Operation Team Leader: Hila Shechter
Marketing Project Manager: Hadas Aroetty, Solveig Adrey
Director of Marketing, UK & DACH: Stephanie Wilks-Wiffen
Head of US marketing: Shifra Dukes
Production: Eyal Be
Music Editor: Itai Swissa
