TD Ameritrade’s 24 hour trading platform allows traders to trade after the market closes - all night long. Only one man was qualified to help publicize the news and transform the financial markets. The world’s most qualified nocturnal authority - Lionel Richie, Mr. “All Night Long” himself. Lionel launched the news in front of the biggest audience of all, The Super Bowl. The first ad of the game featured Lionel refusing to quote his famous hit song “All Night Long,” generating incredible buzz for 24 hour trading. Weeks later, Lionel appeared to be playing a Grand Piano, but instead viewers found him to be trading on a computer placed on top of the keys.

Lionel Richie appeared in the TD Ameritrade campaign to promote new 24 hour trading, which for the first time allows traders to trade “all night long.” In one ad that aired during Super Bowl LII, Lionel talks about how you can now trade “All Night Long.” But ironically, he refuses to quote his famous hit song - even after being continuously prodded to say “All Night Long.” Attempts are made to try to get him to say “All Night Long” with bait like “You mean you can trade all...” And Richie firmly uses workarounds such as: “All evening long,” “All night through its entirety,” “From sunset to sunrise” and “From darkness to light.” Weeks later, Lionel was featured in another ad, appearing to be playing the piano in the middle of the night. But we reveal that he’s actually trading on a laptop, placed on top of the piano keys.

Lionel Richie’s dulcet tones did more than amuse listeners - they also drove real results for TD Ameritrade. During the quarter of campaign launch, average monthly site visitation went up 46%, average monthly new accounts went up 48%, and average monthly net new assets went up 25%.

Editorial media of 24/5 was incredibly positive was picked up by publications including Time, Billboard and Just Jared, netting 72.3MM impressions in earned media. Time included TD Ameritrade’s commercial in their “best of” Super Bowl roundup, giving Lionel Richie’s appearance the award of “Best Cameo” of the night.

Several reporters and influencers organically shared the campaign, including Lionel’s daughter Sofia Richie to the tune of over 500K video views.