TD Ameritrade is letting retail investors trade 24 hours a day, five days a week, and the brand has enlisted Lionel Richie to help tell the story.Havas New York worked with TD Ameritrade on a concept that put forth the 'all night long' trading window, so they thought music legend Richie and his signature song who resonate with the TD Ameritrade target audience of people 35 and older.In the primary TV spot, traders in the green room are disappointed to be “missing out after hours” until a trader mentions that it is now possible to trade 24/5 with TD Ameritrade. Richie helps amplify the news by being in the room, playing the famous notes to 'All Night Long' and ringing their signature 24/5 bell – cuing TD Ameritrade re-opening the market. The integrated campaign also features an online video that reveals Lionel Richie’s secret late night vice.Another spot found the two TD Ameritrade reps asking Richie about his after hours trading habits, trying to coax out an "All Night Long" quote from him, much to their dismay.CreditsCLIENTTD AmeritradeDenise Karkos: Chief Marketing OfficerKerin Morrison: Managing Director, Brand & AdvertisingJustin Garcia: Director, Advertising & SocialReenie Burns: Senior Manager, Media & Offline AdvertisingTimothy Hecht: Senior Manager, Advertising and MediaAGENCYHavas New YorkIsrael Garber: Global Executive Creative DirectorKeith Scott: Executive Creative DirectorPaul Johnson: Executive Creative DirectorPeter Gosselin: Creative DirectorJay Hunt: Creative DirectorSascha Piltz: Creative DirectorBrian Wiesenthal: Creative DirectorEduardo Camacho: Art DirectorNick Delisi: CopywriterArlene Steinwald: Executive ProducerKathleen Canty: Associate ProducerCasey Ritts: Group Account DirectorChloe Depiesse: Account DirectorMichaela DeRosa: Account ExecutivePRODUCTIONFURLINEDBrian Aldrich: DirectorDiane McArter: PresidentDavid Thorne: Senior Executive ProducerJay Wakefield: Executive ProducerAli Goldstone: Head of ProductionEDITORIALArcade EditSila Soyer: Executive ProducerAndrew Cravotta: ProducerJeff Ferruzzo: TV EditorAli Mao: Content EditorChris Angel: Assistant EditorFINISHINGThe MillMelanie Wickham: Executive ProducerAndrew Hamill : ProducerSoundLoungeRob DiFondi: Engineer