Okay, some people get freaked out by talking babies. Sonny's believes that the babies for e-Trade are done very well. Check out the outtakes for the e-Trade Super Bowl spots being merchandised virally online. http://www.youtube.com/watch?v=U8Ev5HgGACg
Here's what I love about e-Trade -- like the talking babies or not, they're willing to do something that is completely counter to what most of the investment industry is willing to do: Have a little fun. I think it's even more powerful in these serious times. They've obviously done their research and understand that the younger investment target is a hugely untapped target too. Or they just get the younger target better that the rest of the industry. Regardless, Sonny's raises a glass to e-Trade for being courageous enough to be different.
I can actually remember which investmant firm these spots are for. Money well spent. The campaigns featuring the same-old-same-old "marathon vs. sprint" and "pillars of strength" platforms all run together. I can't recall the names of those firms to save my mortgage.
Watch the outtakes. Have a laugh. Then toast e-Trade for getting their target audience and the importance of brand personality in the game of differentiation.
Do you have to be serious to be taken seriously? What do you think?
- Butch
1 comment:
I LOVE these commercials. I remember who they're for, and appreciate that they made me laugh. As opposed to say the Pacific Life commercials with stock footage of a whale jumping around for 30 seconds with goofy needle-drop music in the background. At least I hope it's needle-drop because if they paid to have that written and recorded they paid too much. I assume from the commercial that the people of Pacific Life have no imagination.
I also love how they work the spontaneous things the baby does into the spots. I doubt anyone actually wrote "baby throws up and says 'whoa'" on a storybaord :)
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