TD Waterhouse Group, the global online financial services company, is launching its first UK TV advertising campaign to take share dealing to the masses.

The campaign will focus on the ease of buying and selling shares over the internet and features a wide range of people rushing to dealing screens on the trading floor. The endline is, "The trading floor is wherever you are."

Paul Stallard, vice-president, marketing director, of TD Waterhouse, said: "Having secured the number one position in the UK in only two years, we want to retain and build on our reputation as the leading quality broker in the market.

"We are aiming to show that share dealing is an everyman experience, that anyone can access it whenever they want and wherever they are."

The TV campaign was created by Maher Bird Associates. It breaks this week and will be supported by branded taxis, colour press advertisements and 96-sheet posters.

TD Waterhouse Group provides investors with a broad range of brokerage, mutual fund, banking and other consumer financial products. Worldwide, it serves 4.3m accounts in the US, Canada, the United Kingdom, Australia, Hong Kong, Japan and India.