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The E*Trade baby picked a new Super Bowl teammate in creative agency 72andSunny and a new pastime in pickleball for his latest Big Game ad.
Using the fast-growing “tennis for babies, but for adults” as a metaphor for the daunting world of securities trading, E*Trade’s 30-second Super Bowl 58 spot—airing during the second quarter—has its baby and a friend playing doubles against two large and unusually aggressive adults. Despite mocking it as “Wiffle tennis,” the babies recoil as the adults aim high-speed serves at their heads while yelling, “PICKLE!”
Since the baby made its debut in 2008 and is basically a well-preserved 16-year-old, he responds with heckling befitting his years: Telling his opponent that he should work on saving for “college, since you like to get schooled.”
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