TD Ameritrade helps smart investors get smarter.
TD Ameritrade’s new brand positioning, Where Smart Investors Get Smarter, needed a debut that was as clever as it was culturally relevant to our target audience. Our solution: to recreate the iconic opening credits of the 1960’s series Get Smart.
Knowing our audience appreciates the details, we made sure to pay attention to every last one. We went to the location of the original title sequence–and had the city of Los Angeles temporarily remove a bus stop that had been built since the 60’s. We found the exact make and model of Maxwell Smart’s car. Then, we imitated Agent 86 down to the number of footsteps taken, and on set, props, doors, and lighting were replicated to a near-indistinguishable degree.
To score our spot, we assembled a replica of the show’s full orchestra to recreate and rerecord the original theme music, using same instruments and analogue tape used in creating the original in 1965.
As a final touch, we created our own custom alphabet–with several variants for each letter–to match the original’s hand-lettered typography.