From Charlie Tuna to Mr. Whipple, there's nothing new about nerdy anti-heros in commercials. But think about it—when was the last time you saw a new iteration of this character? All of which makes Scottrade's achievement notable. Earlier this year, the company and agency Gearon Hoffman introduced Chad Ridgeway, a doofy, curly-headed broker at an unnamed Scottrade competitor who still plays racquetball, of all things, and forgets his clients' names. Chad is now the subject of a New Yorker Caption Contest-like promo in which consumers are invited to provide a setup to this Ridgeway punch line: "So, the duck says my dad's a state trooper." The winner gets $500. To get an idea of how this works, check out an earlier iteration of the contest: To Chad's kicker "Don't worry, it's a rental," Vince McHugh of Henrico, Va., provided the setup: "I said that looks like a subpoena on your window." No, I don't get it, either, but then, I also play racquetball, so maybe I'm out of touch, too.