With the first Super Bowl commercial completed, Murphy and his team at 72andSunny are hoping E*Trade can do more storytelling throughout the year and extend its Super Bowl presence throughout the calendar. Murphy said he’s discussed a March Madness program with the brand, but he sees even greater opportunity with the sport featured in its Super Bowl ad: Pickleball.
With more than 48 million U.S. adults (or 19% of the adult population) having played pickleball, there’s a large and growing audience that E*Trade could reach year-round. E*Trade is already making an effort, sponsoring Pickleball Slam 2 earlier this month on ESPN, which featured John McEnroe, Andre Agassi, Steffi Graf and Maria Sharapova playing for $1 million on pickleball courts at Hard Rock Live at Seminole Hard Rock Hotel & Casino in Hollywood, Fla.
The E*Trade baby could sharpen his pickleball smack talk later this year, but only if it works on football fans first.
“Ultimately, a win looks like people loving the commercial, understanding what it was about and then signing up and getting on the platform,” Murphy said. “If someone just laughed and said ‘I love the E*Trade spot, but I don’t care about investing,’ that’s not a win, in my opinion … you have to have the full follow through.”
For the latest Super Bowl 58 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2024 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 11 for the best in-game coverage of the commercials.
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