The E-Trade baby plays pickleball in brand’s latest Super Bowl spot

The E-Trade baby has been in the Super Bowl numerous times—and this year, he is playing pickleball for the first time. The Morgan Stanley-owned online brokerage worked with 72andSunny for the first time on a 30-second Big Game spot that will air in the second quarter. The spot, “Picklebabies,” shows two sweatband-wearing infants on the pickleball court playing against a pair of athletic adults. The babies chat about how the sport is “basically tennis for babies, but for adults.” One says, “We got nothing to worry about. With E-Trade from Morgan Stanley, we’re ready for whatever gets served up.” E-Trade again worked with Director Randy Krallman, who also directed its last two Super Bowl spots. Check out the latest Ad Age events and award programs E-Trade released a 15-second teaser for the new ad late last week. This is E-Trade’s fourth consecutive Super Bowl appearance. Before 2021, the brand advertised from 2008 through 2013 and then again in 2018. On Feb. 12, the day after the Super Bowl, E-Trade plans to host a “Money Monday” event during which consumers can learn about financial education, investing tools and offers with Morgan Stanley’s Chief Global Economist Seth Carpenter and Nicole Lapin, a personal finance expert. Morgan Stanley Wealth Management cited its recent survey research that found that investors’ top financial resolution for 2024 was to learn more about investing, trading and the markets. (Morgan Stanley bought E-Trade in 2020.) The brand said the event will be annual. Super Bowl commercials Tracking the latest brand and agency plans Enter here

The E-Trade baby plays pickleball in brand’s latest Super Bowl spot

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