Hunter Kelly
NYC
Creative strategist with 8 years of experience making ads.
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E*TRADE is primarily known as a trading platform despite offering a full suite of financial planning tools. This Super Bowl spot needed to spread the word that E*TRADE from Morgan Stanley was there to help you plan for all life’s financial challenges.
STRATIGIC UNLOCK
Research revealed widespread financial anxiety around “big money moments” such as sending kids to college, buying a home, getting married, and starting retirement... exactly the kinds of things E*TRADE’s tools can help you plan for. But post-pandemic we knew one kind of big money moment was on everyone’s minds – getting married. 2022 had seen the busiest wedding season in 40 years, with no signs of slowing down in 2023. Knowing the first week of February is the unofficial kickoff of wedding planning season, this felt like the perfect moment to align ourselves in investors minds with being prepared for big investments like paying for a wedding (and everything that comes after.)