Even the job you dreamed of as a kid can get old after a while. A new ad from E*TRADE and MullenLowe New York asks the question: If an astr...
Even the job you dreamed of as a kid can get old after a while. A new ad from E*TRADE and MullenLowe New York asks the question: If an astronaut gets sick of going to the moon, how tired will you be of your job?
Astronaut shows a pair of astronauts in awe of the Earth rising over the Moon’s horizon — and a third, much older astronaut who is less than awed. “Trust me, after 15 walks, gets a little old,” he says, muttering about how he should have invested and retired when he had the chance. Then he tees off a golf ball and shanks it into a lunar rover. “No one dreams of a late retirement,” the ad says.
The cautionary tale is one of the first glimpses of E*TRADE’s new brand platform, “Stop waiting. Start investing,” which debuted in October. Astronaut will air through the first half of 2022. This new execution is grounded in a retirement message, but shares the same core objective as E*TRADE’S Super Bowl spot earlier this year: to get people off the bench and take charge of their investing with E*TRADE.
“Time is one of the most critical factors when it comes to sound investing,” says E*TRADE CMO Andrea Zaretsky. “Countless studies show that the earlier your start investing, the better off you will be down the road. And so with that in mind we’re aiming to show the consequences of not acting early – delivered in our irreverent and witty brand voice.”
“We figured even dream jobs must get old after a while," says Rich Singer, Group Creative Director at MullenLowe. "The thought of an astronaut who’s still doing missions because he can’t afford to retire struck us as really funny."
The ad was shot overnight in a rock quarry with a custom rover vehicle, to give it that lunar feel and make sure the production didn’t have to rely solely on visual FX work. The astronaut talent was suspended on cables to give a sense of weightlessness. “We took great pains to make the moon feel as real as possible," says Zack Menna, MullenLowe Group Creative Director. "We wanted the viewer to experience what it’s like to see the earthrise on the moon, to feel the awe and wonder of that setting...before we pulled the rug out from under them.”