E-Trade empathizes with the compromises you've made in pandemic life

Financial brand again uses humor to connect

Published On
Sep 25, 2020

Editor's Pick

Back in March when the pandemic first struck, E-Trade was forced to delay a new series of commercials as it navigated the new reality. The financial brand scrambled to adjust its schedule, which had included spots to run during March Madness. Not until April was it able to debut the ads, which embraced the same humorous tone the brand is known for despite the seriousness of the COVID-19 situation.

That humor is back in E-Trade's new spots that continue to tap into many consumers' new reality. In one, a man tries to video-chat with his older father, who either really wants to show off his ears and mouth or can’t grasp the concept of holding a phone like a mirror. In another, a dad tries to juggle the pure joy of working from home while his children are visible wreaking havoc in the next room. 


Both 30-second commercials use the text, “You’ve compromised enough this year. That’s why there’s E-Trade” before directing viewers to the brand’s digital platform Power E-Trade.

The ads were created out of MullenLowe New York and directed by Smuggler's Randy Krallman. 

E-Trade isn’t the only brand to embrace the humorous aspects of parents' pandemic life. Ryan Reynolds’ Aviation Gin just debuted a spot in which the actor touted the “Home School Edition” of the brand’s gin, a 1.75L bottle that was rebranded for the times, according to the company.


Sep 25, 2020
Client :
Agency :
MullenLowe-New York
Director :
Randy Krallman
Production Company :

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