Michael Bolton croons a breakup song for investing app Public.com following Robinhood and Reddit fiasco | Ad Age

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“We leaned into the themes of love, heartbreak and, of course, the ’80s, all working together to highlight the idea that you can ‘Break up with your brokerage in the time it takes Michael Bolton to break a heart,’” says Zach Dioneda, Public.com’s VP of brand.  

The video accompanies ads on Twitter and TikTok, and a redesigned “Transfer Your Portfolio” page on Public’s app. Public worked directly with production company Shoot to Kill NYC and design studio Gaspard+Bruno for the campaign.  

Dioneda says the whole spot was pieced together in a little over a week, following increased conversations around the stock market—and as the app saw an uptick in new members looking to transfer their investment portfolios to Public.com, which recently surpassed 1 million members. The spot, initially timed to Valentine’s Day, promotes Public’s decision to stop “order flow” payments, or Payment for Order Flow (PFOF), and replace it with tipping, so it no longer relies on compensation from brokerage houses, a major spark of debate surrounding the Robinhood commotion.

“The campaign and lyrics touch on the increased interest in the stock market over the last few weeks, and the news cycle—including our own decision to end PFOF,” Dioneda says. “So we felt like incorporating Reddit, where much of the GameStop movement (and larger conversation in general) took off, was one way to lean into that.”

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