With a new set of Hollywood-powered TV spots, Questrade is laying a path toward investor empowerment by casting aside commissions.

The ads, which premiered during the Super Bowl on Feb. 9 and feature monologues by “Suits” actor Gabriel Macht, launched the online broker’s zero-commission trading feature. The “Get Yours” spot platform reiterates the brokerage’s position as a cost-saving investment alternative that runs counter to the status quo.

Caleb Rubin, Questrade’s chief marketing officer, tells strategy the brand’s strategic goal is to entice customers away from traditional financial institutions.

“‘Get Yours’ is both a provocation and a proposition, challenging Canadians to break free from imbalanced relationships and empower them to take control of their financial future,” Rubin says. “With our new campaign introducing $0 commission trades, we’re eliminating one more obstacle to wealth creation, ensuring Canadians keep more of their hard-earned money and maximize their investment potential to make sure it goes in their pockets.”

After launching the “Get Yours” platform in January, “the ‘Zero is Hero’ campaign marks the next chapter and proof that we’re always ready to change the game in order to help Canadians get theirs,” Rubin adds.

The $0 price point, which covers commissions on Canadian and U.S. equities and ETFs with options contracts starting as low as 75 cents, falls in line with Questrade’s broader company goal of increasing value for customers by leveraging technology.

The campaign includes two 30-second spots, “Quotes” and “Zero is Hero,” and OOH. No Fixed Address is the agency partner.