Iconic E*TRADE Baby Gets a Taste of Pickeball in Super Bowl Ad from Morgan Stanley

E*TRADE from Morgan Stanley announced today it will air a 30-second spot during the second quarter of the game. The ad will feature the iconic E*TRADE Baby, this time getting his first taste of Pickleball - the number one growing sport in the United States, boasting over 48 million players.

Campaign development created with 72andSunny. Randy Krallman of SMUGGLER, who also directed E*TRADE's last two Big Game ads, was back at the helm to direct. 

“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,” said Andrea Zaretsky, chief marketing officer, 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.”

On Monday, February 12th, E*TRADE from Morgan Stanley will host its first annual 'Money Monday' event, a day punctuated by timely education, self-directed investing tools and offers, and a tent-pole discussion with Morgan Stanley’s chief global economist Seth Carpenter and New York Times best-selling author Nicole Lapin.

Prior to entering the private sector, Mr. Carpenter had an almost two-decade career in the public sector: During a 15-year tenure at the Federal Reserve, he rose to the position of deputy director of the division of monetary affairs, working on monetary policy strategy and implementation. And at the US Treasury, he was deputy assistant secretary for macroeconomic analysis before being nominated by president Obama to be assistant secretary for financial markets.

Ms. Lapin is a New York Times and Wall Street Journal Best-Selling Author, having previously served as the youngest-ever anchor on CNN, Bloomberg and CNBC. She is a frequent contributor to Good Morning America, The Talk and On Air with Ryan Seacrest. In 2023, she launched her own business and finance-focused podcast network, Money News Network. Her personal finance podcast Money Rehab consistently ranks in the top 10 on Apple’s business charts. She also co-hosts Help Wanted, a career advice podcast, with Entrepreneur Magazine editor in chief Jason Feifer.

Research suggests Money Monday comes at a critical time for investors. In a recent Q1 2024 study of investors conducted by Morgan Stanley Wealth Management:

• The top financial resolution for 2024 was to learn more about investing, trading, and the markets.
• Despite current income and savings, 73% of investors feel they could be doing better.
• 57% of investors agree that financial jargon hinders their ability to invest on their own.

“Money Monday follows in the tradition of recent consumer holidays like Black Friday, Cyber Monday, or Singles Day, but with an important twist,” continued Zaretsky. “While these holidays typically focus on spending, we are focused on just the opposite in that we are promoting prudent financial planning and sound investment strategies. As part of the Morgan Stanley Wealth Management ecosystem, E*TRADE clients regardless of their wealth or life stage have access to a wide array of resources, from easy-to-use online tools all the way to comprehensive guidance from Financial Advisors, making us positioned to deliver a well-rounded agenda - we welcome anyone and everyone to attend.”

E*TRADE from Morgan Stanley is also offering a special limited time promotion of up to $1,000 when opening an account. To learn more about E*TRADE from Morgan Stanley’s Money Monday and register for the event, click here.

As part of Money Monday, Morgan Stanley is teaming up with the SIFMA Foundation, an organisation dedicated to fostering knowledge and understanding of the financial markets for individuals of all backgrounds, to participate in their InvestWrite and Invest it Forward financial literacy programs.