Martin Short Reminds Investors That Money Should Work Hard in Wealthsimple Online Platform Spot

Everyone’s money should be working harder than Marty does. Or so says a new brand campaign from Wealthsimple, the online money management platform for everyone, in which actor/comedian Martin Short touts the leading Canadian fintech company to an audience of young, modern investors. 'Martin Short’s Short Day at Work,' launched Sunday (11/19) during the Canadian Football League’s championship game, the Grey Cup, which took place in Short’s hometown of Hamilton, Ontario.

Created in partnership with independent agency Preacher, the campaign aims to remind Canadian investors that their money should be working as hard as they do to help them achieve  everyday and future financial goals. 

A cheeky 60-second spot in which Martin plays a lazy and entitled version of himself giving minimal effort on the set of a Wealthsimple commercial kicks off the campaign. After he botches his only line, shoo-shoo’s the makeup artist, and loudly demands a hot dog, Martin makes his assistant carry him to a helicopter, where he is airlifted to his car - on the other side of the parking lot.

“Your money should work harder than this,” reads the closing title. 

Following its Grey Cup debut, the campaign will run in Canadian markets nationally across major broadcast, including Hockey Night in Canada and SNL, connected TV, digital properties and paid social. 

This marks the first campaign for Wealthsimple in almost two years, and the first in collaboration with an outside agency. All prior advertising in Canada and the US, including a 2017 Super Bowl spot titled Mad World, was created in-house.

Founded in 2014 with a vision to democratise wealth through a more human approach to investing, Wealthsimple was one of the first platforms to find market traction with young, high-earning investors ready to leave behind out-of-date platforms in exchange for more modern, tech-forward investment tools. To date, the company has amassed three million clients across Canada and manages over $20 billion in assets. 

“Canadians are working harder than ever and finding it ridiculous that earning a consistent, healthy pay check isn't enough to feel financially secure anymore,” said Rubina Singh, chief marketing officer at Wealthsimple. “We want Canadians to know that Wealthsimple understands how difficult it can be to build personal wealth in today's tough economic climate. We offer a robust suite of financial tools from trading and investing to spending and saving that makes sure their money works as hard as they do. And there's nobody better than the iconic Canadian actor, comedian, and writer, Martin Short, to share this message across generations."

“We’re all working harder than ever to keep ahead, which makes it that much more annoying when our money is sleeping on the job. Instead of playing it on the nose and featuring people who work hard, it seemed more interesting to do the exact opposite. Cue Martin Short, who was gracious enough to help us create the world’s most obnoxiously lazy spokesperson.” said Zach Watkins, creative director at Preacher.