Wealthsimple recruits comedy legend Martin Short for a meta, deadpan look at what it means to be “hands off” when it comes to investing. The premise? Martin shows up to a fancy office, walks straight to craft services, takes a nap, and lets the smart tech handle the actual work. It’s a hilarious visual metaphor for Wealthsimple’s pitch: you don’t have to hustle to make your money work.
The Formula (That Works at Any Budget):
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Celebrity Anti-Hustle = Instant Contrast – Casting Martin Short, a guy known for his energetic comedy, and making him do absolutely nothing? Genius. That contrast alone makes the ad funny and unexpected.
→ Lesson: Subvert expectations by having a high-energy talent act completely indifferent—it magnifies your message. -
Product Demo Without a Demo – Instead of explaining robo-advisors, the ad shows the experience through vibes alone. Martin doesn’t lift a finger—and that’s the whole point.
→ Lesson: When your product is about ease, show the ease, don’t explain it. -
Understated Flex = Trust – There are no flashy charts or jargon here. The quiet confidence of the message (and Martin’s relaxed delivery) gives the brand a calm authority.
→ Lesson: Confidence doesn’t always mean loud. Sometimes, a whisper is more persuasive than a shout.
Humor Breakdown:
The comedy comes from stillness and absurdity. Martin Short is clearly “working,” but all he’s doing is napping, wandering around, and making casual eye contact with a confused onlooker. The absurdity of seeing someone so relaxed at work—juxtaposed with a world obsessed with grind culture—makes the whole thing land perfectly.
Final Verdict:
Wealthsimple’s ad is a masterclass in minimalist comedy and brand alignment. By putting a beloved comedian in a do-nothing role, they spotlight their core product benefit—effortless investing—with humor and charm. No slides, no graphs, just Martin Short being unbothered. And it works.
Brave-o-meter score:
B-7 | R-8 | A-8 | V-8 | E-7
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: Wealthsimple
LinkedIn: Wealthsimple LinkedIn Page
