(FORTUNE Magazine) – T.D. Waterhouse is obsessed with Law & Order! Since 1999 three of the show's stars have appeared in the discount broker's ad campaigns. A TDW spokesperson says that Sam Waterston, the current front man, tested highest in terms of trustworthiness, honesty, and credibility from the pool of nine or so celebrities presented to focus groups. "We knew we would be getting questions about whether there was going to be a Law & Order theme, but it was really objectively done." Uh-huh. Just try proving that in court. --Kate Bonamici

Actor Jerry Orbach Steven Hill Sam Waterston

Role, Detective Lennie DA Adam Schiff, Assistant DA Jack, tenure Briscoe, season seasons one to McCoy season five three to present ten to present

Age 68 81 63 Dress Black trench coat, Dark suit, tie Oxford shirt, code umbrella V-neck sweater

Tagline "XPRS YRSLF." "You're in control." "The alternative to higher-priced brokers." TDW's take

[Jerry Orbach]

"He was an to appropriate celebrity to use during the sustained bull market."

[Steven Hill]

"He was just generally seen as highly credible and very honest."

[Sam Waterston]

"He's the very best fit for us for the current market conditions."