E*TRADE Launches Crypto Trading With a Comic Tour Through Trading History

E*TRADE from Morgan Stanley has launched a campaign from 72andSunny, directed by Nathan Price through Park Pictures, marking the arrival of spot crypto trading on its platform for nearly 9 million eligible clients.

ASSET TV VID

The film is titled ā€œWhat's Next?ā€ and extends E*TRADE's existing ā€˜More to Loveā€™ campaign platform. Rather than leading with a product announcement, it takes a comic tour through the history of trading: a goat-herding trader, cash-mad pirates, a Reagan-era PC day trader, each one an underdog who had the temerity to embrace the new, while framing crypto as the latest chapter.

The campaign is built to activate exactly one advantage revealed by a recent Morgan Stanley Pulse Survey conducted in April, which found that trust in an established company was the top factor investors cited when choosing a crypto platform, ahead of low fees and integrated portfolio views. 

The launch also sits inside a broader digital asset push at Morgan Stanley. The firm filed for spot Bitcoin and Solana ETFs in January, and this week announced two new exchange-traded products, the Morgan Stanley Ethereum Trust and Morgan Stanley Solana Trust, launching on NYSE Arca. Its spot Bitcoin fund has already topped $381 million in assets.

NEW AI LEARNING SERIES

 

 

 

Other news

Daniela Sarti named Head of Marketing at Qover

July 30, 2026
Qover has tapped Daniela Sarti to serve as Head of Marketing. Recently, she held the post of EMEA and Australia Marketing Director at EvolutionIQ.

UK's FCA Takes on Claims Management Companies

July 30, 2026
The campaign launches as consumers face a crowded market of claims management companies and law firms promoting no-win no-fee offers, with the FCA positioning itself as the free, impartial alternative.