E*TRADE's Super Bowl commercial, Off The Grid, premiered in the first quarter of the big game.
The spot, created via MullenLowe New York, opens on the same executives in the teaser, The Search is On, landing their helicopter in a remote location.
They find the E*TRADE Baby, who’s been spending the last eight years of retirement living off the grid.
The executives try to convince the baby to return to the world of personal finance, citing the many reasons he is needed now more than ever.
At first, he resists, but when he hears that people are taking financial advice from memes, he realizes he has no choice and agrees to get back in the game. He meets up with his old friend Benny, who pilots the helicopter that whisks him back to E*TRADE.
Off the Grid is celebrates the baby’s return and reinforce to the world that E*TRADE, now part of Morgan Stanley, remains a leader in financial services.
Andrea Zaretsky, CMO at Morgan Stanley Wealth Management: “We couldn’t be more excited about the return of the E*TRADE baby. It’s certainly a new world when it comes to investing, amid NFTs, crypto currencies, meme stocks, and the rise of the retail investor.
"But the reality is that the principles around sound personal investing remain as true today as they were a decade ago.
"And now as part of Morgan Stanley, E*TRADE has much to offer investors to help them make sense of it all in terms of best-in-class digital investing and trading platforms, professional support and guidance, and world-renowned market insights and analysis. So we’re thrilled to have the baby back in our corner to help tell that story.”
CREDITS
E*TRADE
Andrea Zaretsky, CMO, Morgan Stanley Wealth Management & E*TRADE
Dawn Burke, Managing Director, Brand & Advertising, E*TRADE from Morgan Stanley
Natalie Labuda, Vice President of Marketing, E*TRADE from Morgan Stanley
Victoria Aldrich, Assistant Vice President, E*TRADE from Morgan Stanley
Jenny Hu, Marketing Manager, E*TRADE from Morgan Stanley
MullenLowe New York, E*TRADE Creative AOR
Account Management
Ryan Maheu – Group Account Director
Mitchell Wilson – Account Director
Renato Barbosa – Account Director
Rolando Leal – Account Director
Haley Muratore – Senior Account Executive
Strategy
Jonny Gadd – Head of Strategy
Jamie Cuthbertson – Strategy Director, Social
Hunter Kelly – Senior Strategist
Project Management
Katie Hanson – Project Manager Supervisor
Creative & Production
Ricard Valero – Executive Creative Director
Tim Vaccarino – Executive Creative Director
Rich Singer – Group Creative Director
Zack Menna – Group Creative Director
Dan Pappas – Senior Art Director
Colin Frawley – Senior Copywriter
Lisa Setten – Executive Director of Integrated Production
Gillian Blain – Executive Producer
Jacob Vogt – Senior Producer
Vanessa Fazio – Associate Director, Business Affairs
Production Company: Smuggler
Director: Randy Krallman
Managing Director: Sue Yeon Ahn
Executive Producer: Jaclyn Larson
Editorial Company: Friendshop!
Editor/Co-Founder: Ben Suenaga
Managing Director/Co-Founder: Melissa Mapes
Producer: Laura Shackleford
Assistant Editor: Eric Volgenau / Will Truesdell
VFX: The Mill
VFX Supervisor: Chris “Badger” Knight, Nate Shaw
3D Lead: Nate Shaw
2D Lead: Kevin Jones
Animation Supervisor: Jeffrey Lee
Managing Director: Anastasia Von Rahl
Senior Producer: Dave Wein
Mix & Sound Design: Heard City
Mixer: Phil Loeb
Managing Director/Partner: Gloria Pitagorsky
Executive Producer: Sasha Awn
Grade: Company3
Colorist: Tim Masick
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