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E Trade Baby Grows Out of the Super Bowl
By: Len Kornblau
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OK, so the fabulous E-Trade baby won’t be entertaining us on Super Bowl Sunday. And the usual gaggle of pundits is upset about this. You know the ones who hardly, if ever, worked for an ad agency or client.
Let’s get real here. For one spot it’s $4 million. Add in production costs and you have to weigh that cost versus the impact against the TARGET AUDIENCE! Those would be the folks who buy and sell lots of stocks without the guidance of a financial advisor, aka stockbroker.
And that target is focused on low transaction costs, no matter who the broker dealer is. They shop for the best price. Brand is secondary as long as the transaction costs are low and execution is reliable.
Their target doesn’t care about the baby. And they shouldn’t either.
Face it. A $4MM investment is hardly worth making just to entertain those of us who desperately need some better spots than we have seen over the last several years.
Let’s see some clever and entertaining and correctly targeted spots, we can be proud to associate with our industry.
And let’s hope there’s an exciting game to go with them!


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About the Author
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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