Selling a box of algorithms Lifestyle and ease of use push an investor course on CNBC A national spot aimed at recruiting individual investors for a boutique brokerage.

Click to play video: Lind-Waldock Stock Index Signal :30 spot Requires a JavaScript enabled browser.

Lind-Waldock is a Chicago retail brokerage that caters to sophisticated individual investors. They contacted Angle Park in late 2003 to produce this commercial, which promotes a courseware kit to savvy investors looking for a new investment system. According to the client, the phones literally started ringing after the spot's first airing on CNBC.

The scripting and creative development were shared between the client and Angle Park. Early on, the decision was made to avoid dialog and keep the action as motivated and simple as possible. This was to allow enough time to explain the concept of the kit, and show how it works. To hint at lifestyle benefits, we chose a swanky, yet minimalist South Loop loft.

Because the Index Signal system we were promoting involves an evening / morning trading cycle, we shot both during sunlight and at night, requiring a good bit of light control as conditions changed. Given the tight budget, Martin shot this spot with a Panasonic 24P camera, with a cine-style package designed to mimic the frame rate and gamma curve of film. Alexei produced.

The setting suggests a certain lifestyle.



The Stock Index Signal works in conjunction with end-of-day trading returns...



...which are calculated and traded the next morning.



An Eames chaise lounge and Steinway set the tone.



The kit that teaches the trading technique.