• by Tanya Gazdik , January 26, 2021

E*Trade is returning to the Super Bowl after a three-year hiatus. 

The financial services company released a teaser video clip of “Workout” from its AOR MullenLowe US. The 30-second spot will run during the second quarter of the game. 

CBS is reportedly  charging around $5.5 million for 30-second commercial spots in this year's Super Bowl, about the same as ads in the 2020 game.

The spot “humorously leans into the growth we’re all eager to see in 2021, represented by a young boy taking his fitness journey into his own hands,” according to the company. The boy is shown lying on the floor with his legs in the air peddling furiously.  “Kick your finances into shape” reads the on-screen copy. 

The company, which famously featured a talking baby in several of its Super Bowl commercials in 2012 and 2013, has a history of leveraging humor with an irreverent tone, says Andrea Zaretsky, E-Trade CMO.

The Super Bowl spot builds on  insights derived from E*Trade’s tracking study of experienced investors, which found that while many have engaged with the market this past year, they could use some investing advice. 

Almost two-thirds (63%) of investors feel they could be doing better financially. While over two in five (42%) investors say they are dedicating more time to their portfolios in the past three months, nearly half (49%) say financial jargon hinders their ability to invest.

Finally, one out of three investors (33%) say their financial resolution for 2021 is to use online tools more often to make sure they are on track toward meeting goals.

“Amid the challenges faced this past year, consumers are seeking confidence and empowerment—especially when it comes to their finances,” Zaretsky says. “We hope to nudge consumers to get off the bench and take charge of their investing lives.”

The survey was conducted from Jan.1 to Jan. 7 among an online U.S. sample of 904 self-directed active investors who manage at least $10,000 in an online brokerage account.