E*Trade’s Squad of Silver-Haired Cheerleaders Will Star in Its Super Bowl Return

Spot will focus on saving for retirement

Say hello to the "Silver Squad" from E*Trade.

E*Trade is back in the Super Bowl this year with a 30-second spot that’s all about reminding people how important it is to save for retirement, with a little help from a crew of overworked, but spunky elderly cheerleaders. The brand hasn’t run a spot in the game since 2013.

No teasers have been released just yet, but a series of images shows a group of silver-haired ladies and gents decked out in grey workout gear, adorned with a sparkly E*Trade logo and their pom poms are at the ready.

“The campaign aims to shine a light on the growing financial challenge future retirees may face, while encouraging investors to start saving for retirement. We’re leveraging E*Trade’s irreverence and humor to show in a more relatable way that at E*Trade, consumers have access to the resources and tools they need to help get on track,” Lea Stendahl, CMO of E*Trade Financial, said.

The ad, from MullenLowe, will run during the second quarter of the game and is an extension of the brand’s existing “Don’t Get Mad” campaign. Jonathan Dayton and Valerie Faris of Bob Industries, known for their work on films including Battle of the Sexes and Little Miss Sunshine, directed the spot.

On game day, E*Trade will release short vignettes on social media featuring the silver squad cheering on the players throughout the game.

E*Trade’s most recent appearance in the game ended a five-year streak of running its classic talking baby ads. Other Super Bowl hits from the brand include the famous dancing monkey ad from 2000 featuring a chimpanzee and two old men enjoying the sweet beats of “La Cucaracha.”

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

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