Agency Network: 
September 2010


Film advertisement created by The Gate Worldwide, United States for SPDR, within the category: Finance.

Advertising Agency: The Gate Worldwide, USA
Executive Creative Director / Copywriter: David Bernstein
Creative Director / Art Director: Bill Schwab
Producer: Bob Samuel
Directors: Tom Guard, Charlie Guard / Smuggler Films
Partner / Executive Producer: Brian Carmody
Executive Producers: Lisa Rich, Allison Kunzman
Producer: Charlotte Marmion
Director of Photography: Martin Ruhe
Editor: Chuck Willis / Cutting Room
Executive Producer: Susan Willis
Producers: Melissa Lubin, Melati Pohan
Assistant: Sebastian Fidler
Editor: Big Foote
Executive Producer: Ray Foote
Producer: Paul Seymour
Composers: Sherman Foote, Darren Solomon
Lead Flame Artist: Raul Ortego / Framestore - NY
Technical Lighting Director: Andy Rowan-Robinson
Animators: Will Frazier, Shayne Ryan
Executive Producer: James Razzall
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Wordnerd's picture

now THAT'S a big and expensive stretch...

Activity Score 6690
billmoc's picture
Activity Score 3
Creative Director
sirvan's picture

I see this spot almost every day (I guess I'm the target) and I still don't understand it. It simply makes no sense. The first time I saw it, it caught my attention and then I was like… wait, wha!?

I've seen it literally dozens of times, and at this point it's infuriating. How did this get sold? What convoluted reasoning resulted in the making of this spot? How in the HELL did someone convince this client to spend a million dollars to produce a metaphor THIS confusing?

So, the submarine's an investment? And the screaming seamen (yeah, I said it) are the individual stocks? But the kid takes it OUT of the water, and everything's fine. But the kid realizes that the sub is real?

"…are you sure about that?"

The copywriter needs to be publicly beaten.

Look. Bad spots are better off not being as noticeable. But when they're as eye-cathing as this (and I'll give it that), they do more damage to the client than if they were boring, and blended in with the rest of the pod.

All this spot ends up saying to me, as a consumer, is they've spent a shitton of money to make, and run a commercial that makes absolutely no sense. And they want me to entrust them with my MONEY?

This is a long, expensive way around for a big bunch of nothing.

Activity Score 29856


"I love some things, and don't love some other things."

atb2005's picture

For once I agree with you. :-) I also appreciate your taking the time to write a whole post. You write beautifully.

Activity Score 13547
Hibon's picture

Hi Sirvan,
Are you a copywriter ?... (joke) i agree with you:-) "This is a long, expensive way around for a big bunch of nothing."

Activity Score 3734

Simple ideas are the best !

Guest's picture

This is what happens sometimes when the CDs are the creatives. No one is far enough away from the idea to see how many holes there are in it. Fully agree with Sirvan on this one.

Guest's picture

You mean.....Creative Directors or Copywriters?

kalpesh78's picture


Activity Score 2578
Chief Creative Officer at Uniqish Brand Creche |

ideas....30 minutes nahi toh free.

Guest's picture

haha, im in this commercial. The kid in the bottom left with his back to the camera, and then at the end with the celebratory embrace. It was my first commercial. Funny to read the comments on here.

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