E*TRADE - Baby Wedding (Super Bowl 2023)
Baby wedding - SUPER BOWL 2023
February 12, 2023 wasn’t just the day Super Bowl LVII was played. It was the day the E*TRADE Baby’s best friend got married in front of 60 million people and a nation learned that pre-wedding jitters are no match for a solid financial plan.
And the Baby’s message went far beyond a Super Bowl spot. By extending the campaign with wedding announcements in the New York Times, a partnership with Honeyfund and content across multiple social media platforms, more people than ever now know that entering new stages in life are no big deal when you’re financially prepared for whatever life throws your way.
My Role
As my first Super Bowl campaign, I was a part of a core team that saw this through from the concepting stage all the way to production. My main contribution was in extending the campaign past the actual TV spot and creating the full 360 experience. I was also heavily involved in the post-production process, tasked with bringing the original concept to life. Who knew talking babies could be more of a headache than crying ones. As Nick, our copywriter, so aptly said: “I put more time into this than my actual wedding.”
Agency: MullenLowe US
Director: Randy Krallman
Executive Creative Director: Tim Vaccarino
Group Creative Directors: Rich Singer & Zack Menna
Senior Copywriter: Nick Arzhantsev
Senior Art Director: Matthew Barton
Copywriter: Paul Bernabe
Art Directors: Alisha Branch & Jermine Hodge
