Online trading platform E*TRADE teamed up with creative agency 72andSunny to create a comic Super Bowl campaign spearheaded by a comic Big Game commercial called ‘Picklebabies’.
Jumping on the booming US Pickleball trend, which has seen the accessible and approachable mini-tennis game become the fastest growing sport across North America in the last two years, #ETRADE seeks to position itself as a company which knows how to #GetintheGame – whether that game be Pickleball or the Super Bowl.
The Big Game TV spot sees the brand’s E*Trade babies talking trash on a Pickleball court as they take on an everyday American couple at the USA’s fastest growing game. The 30-second spot is a baby-fronted, trash-talking, wise-cracking, pint-sized Pickleball clinic.
“The Big Game is not just the most watched American event of the year, it also comes at a point of reflection—after the holiday season, where many may feel financially exhausted, and at the start of the year where folks are looking for a fresh start and new money habits,” says Andrea Zaretsky, CMO at Morgan Stanley Wealth Management. “Through this ad, we aim to encourage consumers to get in the game, figuratively through Pickleball, but on a very real level through taking control of their finances.”
Sure, it is fairly fun and quite cute, but it is a touch busy for us at Activative.
This ad takes a simpler approach than last year’s Big Game outing from the Morgan Stanley-owned brand which took place at a baby-wedding.
This commercial marks the babies’ third straight Big Game ad appearance.