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eToro Brings the Bull and Bear to Times Square in 2024
eToro's "Watch the Market Moves" campaign is a November 2024 United States launch effort that uses a generative AI-produced bull-and-bear dance-off set in Manhattan's Times Square to introduce the social trading platform to the American market across film and out-of-home formats.
eToro chose one of the most loaded symbolic confrontations in financial culture — the perpetual struggle between bulls and bears — as the creative engine for its US market debut. Rather than staging a literal standoff, the campaign transforms the tension into choreography, casting the two iconic market forces as dance-off rivals at the heart of New York's most visible public stage. The choice of Times Square is not incidental: the location sits within walking distance of Wall Street and carries immediate legibility for anyone with even a passing awareness of financial markets.
The campaign ran in November 2024 across both digital film and outdoor advertising, including large-format Times Square placements. All video and billboard creative was produced using generative AI tools, positioning the work as a demonstration of what in-house creative teams can now execute without traditional production infrastructure. The campaign was conceived and delivered entirely by eToro's in-house team, with AI production handled by the Dor Brothers. The tagline "Watch the market moves" operates on a double register — an invitation to observe market activity on the platform and a literal instruction to watch two market symbols perform. In the United States, where eToro competes against established retail brokerages, the campaign serves as both brand introduction and proposition statement, directing new users toward eToro's social investing model and its identity as, in the platform's own words, the world's largest social trading platform. Clapboard rates this campaign 71 out of 100.
eToro entered the United States market against a densely competitive landscape dominated by platforms with substantial existing user bases. Seven firms — including Robinhood, Charles Schwab, and Fidelity — collectively represented approximately 28% of the e-brokerage market in 2024, according to broker-inspect.com. In this environment, a differentiated brand identity is not a creative luxury but a competitive necessity.
The platform's strategic positioning centres on social investing — the ability for users to observe, follow, and replicate the trades of other investors. This mechanic distinguishes eToro from self-directed brokerages such as Robinhood and Interactive Brokers, which offer execution without the community layer. According to broker-inspect.com, eToro reported more than 30 million users globally by the time of its US campaign launch, a scale that gives the social feed genuine depth. In the United States, where retail investing participation expanded sharply in the early 2020s, the audience for accessible, community-oriented trading tools remains large and still acquiring brand loyalties.
The North American online trading platforms market was valued at approximately 3.89 billion dollars, representing roughly 37% of the global market, according to flowpartners.io. That scale makes the United States the single most consequential geography for any platform with global ambitions. eToro's decision to anchor its launch campaign in New York — and specifically in Times Square — reflects an understanding that financial brand credibility in the US market is partly constructed through proximity to the symbolic infrastructure of American capitalism. The bull-and-bear framing in "Watch the Market Moves" borrows that symbolic vocabulary and makes it kinetic, communicating market fluency to a general audience without requiring financial literacy as a prerequisite for engagement.
The "Watch the Market Moves" campaign was produced entirely using generative AI tools, making it one of the more publicly documented examples of an AI-native finance advertising campaign in the United States market during 2024. The creative and production decision was not a cost-cutting concession but a deliberate positioning statement about eToro's appetite for emerging technology — consistent with a platform whose product itself is built on algorithmic social mechanics.
AI production for the campaign was handled by the Dor Brothers, who translated the conceptual brief — a bull and a bear engaged in a dance-off at Times Square — into finished film and outdoor assets. The campaign was led creatively by Shay Chikotay, Head of Creative at eToro, with Senior Art Director Ella Krap Israel and Senior Creative Copywriter Dror Rosenfeld shaping the visual and verbal identity of the work. Art Directors Julia Remez and Yoav Banai contributed to execution, while Marketing Operations Team Leader Hila Shechter and Marketing Project Manager Adva Aizinger oversaw delivery. CMO Nir Smulewicz and VP Marketing Yannay Politi provided senior leadership across the campaign.
The decision to set the dance-off in Times Square works on multiple levels simultaneously. As an out-of-home location, Times Square delivers scale and earned media potential. As a narrative setting, it grounds an abstract financial metaphor in recognisable geography. The generative AI approach allowed the in-house team to produce photorealistic large-format imagery of anthropomorphised market characters inhabiting one of the world's most photographed urban environments — an output that would have required significant traditional production resource to achieve through conventional means. The film asset, released as a director's cut on YouTube under the title "eToro — Watch the Market Moves — Director's Cut," extended the campaign's reach beyond physical placements into owned and social channels across the United States.
No independently verified performance metrics for the "Watch the Market Moves" campaign — including reach figures, engagement rates, or user acquisition data attributable to the campaign — are publicly available at the time of writing. Assessment of its effectiveness therefore rests on structural and contextual analysis.
The campaign's use of generative AI for both film and out-of-home creative is a documented fact that carries its own significance. It establishes eToro as a brand willing to adopt emerging production methods at scale, which reinforces the platform's technology-forward identity in the United States market. The Times Square placement ensures that the campaign reached one of the highest-footfall advertising environments in the world during the November 2024 launch window, a period that coincides with heightened financial planning activity ahead of the calendar year-end.
The bull-and-bear creative device has prior lineage in eToro's brand history. According to campaignlive.co.uk, agency Atomic created a "Take the Bull by the Horns" campaign for eToro's UK market in February 2016, establishing the bull as a recurring brand symbol. The 2024 US campaign extends and evolves that iconography, adding the bear as an active counterpart and relocating the drama to New York. eToro also demonstrated its capacity for high-profile US advertising when it aired its first Super Bowl advertisement during Super Bowl LVI in February 2022, as documented by wikipedia and reported by clapboard.com. The "Watch the Market Moves" campaign follows that established pattern of investing in visible, culturally prominent US placements. Clapboard scores this campaign 71 out of 100, reflecting strong creative concept and production innovation set against the absence of publicly verifiable outcome data.
Watch the Market Moves is eToro's United States launch campaign, published in November 2024. It features a generative AI-produced bull-and-bear dance-off set in Manhattan's Times Square, running across film and out-of-home formats to introduce eToro's social trading platform to the American market.
eToro used generative AI tools to produce all film and billboard assets for Watch the Market Moves. AI production was handled by the Dor Brothers, allowing the in-house team to generate photorealistic creative set in Times Square without conventional production infrastructure, consistent with eToro's technology-forward brand identity.
Watch the Market Moves was created by eToro's in-house team. Head of Creative Shay Chikotay led the work, supported by Senior Art Director Ella Krap Israel, Senior Creative Copywriter Dror Rosenfeld, and Art Directors Julia Remez and Yoav Banai, with AI production by the Dor Brothers and senior oversight from CMO Nir Smulewicz.
eToro's campaign emphasises its social trading model, which allows users to follow and copy other investors — a feature absent from self-directed platforms like Robinhood and Charles Schwab. The Times Square setting and bull-bear symbolism signal financial credibility while the social investing tagline targets a differentiated audience segment.
Clapboard rates the eToro Watch the Market Moves campaign 71 out of 100. The score reflects strong creative concept, distinctive use of generative AI production, and culturally resonant placement in Times Square, tempered by the absence of publicly verified performance or user acquisition data for the United States launch.
eToro aired its first Super Bowl advertisement during Super Bowl LVI in February 2022, according to clapboard.com. The Watch the Market Moves campaign continues that pattern, targeting high-visibility US placements. An earlier campaign starring Alec Baldwin generated approximately 3 million YouTube views in 2020, as reported by clapboard.com.
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