While most financial service companies are all about the future (such as retirement), TD Ameritrade believes in the importance of also living in the now. And what better way to dramatize this than by creating an adaptation of the classic and iconic American folk-rock song, “Cat’s in the Cradle.” In the original lyrics, it describes a father who is never there for his child.

We adapted these famous lyrics to now be about a father who’s all about the present. He’s dedicated to being there for every moment with his son throughout their lives.

It’s a new look at a famous song that’s imprinted in the American culture, and given an entirely new meaning. One that will resonate with today’s contemporary view of fatherhood.

Rewriting one of the most iconic songs in American music history was a responsibility we took very seriously. It was only with the permission and encouragement from Harry Chapin’s estate that made it possible. We also needed an artist who would make it come to life with the care and reverence it deserved. We found that in that in Republic Records recording artist, Joseph Angel.

Filmically, we wanted to tell an authentic and genuine story of a father and son through the years. An honest portrayal of a dad who’s always there for his son, all the way until the son becomes a father himself. We then punctuated the ending by using real footage of real fathers and their children, so everyone could see themselves in the film and create more emotional resonance.

Released in the Spring of 2017, we’ve only just begun to see the results and impact of “Cat’s in the Cradle.” The film has not only resonated with a new generation of fathers, but also with TD Ameritrade’s customers. We’ve already noticed large changes in how the brand is perceived, taking it from a simple online brokerage to a financial institution that truly understands what matters to their clients.