Big Game: E*Trade Babies Hit the Pickleball Court

Looks like a youth movement

Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We'll find out on Feb. 12.

The E*Trade babies talkin' trash on a Pickleball court? This is who we are in America today!

Naturally, it's a Super Bowl commercial, as two of the tykes put on a pint-sized "clinic," of sorts, in this :30 from 72andSunny and Smuggler director Randy Krallman:

E*Trade | Picklebabies

Win or lose, they're such babies!

It's a simpler approach than last year's outing from the Morgan Stanley-owned brand. That one took place at a baby-wedding.

Though fun, it felt a tad busy. While perhaps no classic, 2024's entry fuses two cultural tropes—Pickleball and the infants themselves—in an uncluttered vignette that feels on point with the cuteness and investment quips.

"The Big Game is not just the most watched American event of the year, it also comes at a point of reflection—after the holiday season, where many may feel financially exhausted, and at the start of the year where folks are looking for a fresh start and new money habits," says Andrea Zaretsky, CMO at Morgan Stanley Wealth Management. "Through this ad, we aim to encourage consumers to get in the game, figuratively through Pickleball, but on a very real level through taking control of their finances."

This marks the babes' third straight Big Game appearance. One or more of the diapered dynamos have graced numerous SB ads since debuting in 2008.

CLICK HERE to watch all of this year's Super Bowl commercials as they're released. 

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.