A new campaign from online investment brokerage Questrade is setting a more optimistic tone for the company as it continues to differentiate and further establish itself as a competitor to traditional financial institutions.

The campaign, called “Take Hold of Tomorrow,” centres on a 60-second hero spot that employs a cover of the classic song “The Impossible Dream” to demonstrate how millennials feel increasingly left behind by stagnating wages and financial institutions that don’t seem to have their best interests at heart.

However, according to Stella Ladizhinsky, director of brand and marketing strategy at Questrade, says the campaign is an effort to keep things ultimately positive and show that there is a bright path forward.

“In response to the financial challenges and opportunities in today’s climate, this evolution of our brand campaign focuses on value creation through lower fees for better returns and empowering Canadians through education – inspiring them to think differently in order to take control and achieve those seemingly impossible dreams,” she says.

Questrade’s previous campaigns were meant to position the company as a viable alternative to traditional financial institutions, with ads showing people discussing different investments and revealing they went with Questrade over a big bank.

“After five years of challenging the trust Canadians have held in traditional financial institutions, Questrade has become a well-established brand. This year marks an evolution as we address the clear anxieties millennials are feeling over their financial futures,” says Tim Kavander, CD at No Fixed Address, Questrade’s AOR. “While our choice of music – ‘The Impossible Dream’ – is almost a literal depiction of those anxieties, it is also a hopeful and optimistic reminder that with Questrade, you can take control and ‘reach those unreachable stars.'”

The campaign launched on Boxing Day, with NFA’s media division handling the buy. It is running across TV, with 15-second cutdowns for social, including on TikTok, where much of the effort’s Millennial target spends its time. OOH – including a large spend at Toronto’s Yonge and Dundas Square – and digital round out the effort.