Just in case you don’t think advertising pays, here’s an example of E*TRADE’s latest commercial, an ambitious-looking 30-second spot showing how the company provides you the resources of a whole stock trading floor from the convenience of your online account. It’s a clever idea by Grey Global, starting out with a flat panel display on a desktop, but as the dolly shot reveals, the setting turns out to be quite something else. These days it’s hard to tell what are CGI effects and what aren’t, but let’s assume it’s all the work of – as it seems – an incredibly fastidious set crew. –Eric Gould

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