E-Trade - Backup Plan
If “Wasting $2 Million” urged consumers to invest wisely and “Emergency Room” played to viewers’ desire to be rich, E-Trade and Goodby, Silverstein & Partners’ “Backup Plan” spot in Super Bowl XXXIV activated their fears that things could always go south.
Events would indeed turn against investors and many of the game’s advertisers, of course, as the dot-com boom ended not long afterward. E-Trade came back to the Super Bowl in 2001 to survey the carnage in “Ghost Town.”
BRAND: E-Trade
YEAR: 2000
AGENCY: Goodby, Silverstein & Partners
SUPERBOWL: XXXIV
