# Workout-Inspired Finance Ads E Trade's Super Bowl Ad Hopes to Help Get Finances into Shape By Ell Smith | Published 2021-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/e-trades-super-bowl References: [adweek](https://www.adweek.com/brand-marketing/etrade-is-back-in-the-super-bowl-after-a-3-year-hiatus/) & [us.etrade](https://us.etrade.com/home) E Trade's Super Bowl 2021 ad will be aired during the second quarter of the game, serving as the first ad to air during Game Day since 2018. COVID-19 has resulted in numerous brands re-evaluating their ad spend, with many opting to go big for this year's football event due to the number of expected viewers. E Trade's ad, which runs about 30 seconds long is titled 'Workout' and cleverly functions around the idea of consumers getting their personal finances into shape, the same way they would with themselves. The ad features a young boy exercising as the text "Kick your finances into shape" flash across the screen. It's been a hard year financially for most, prompting E Trade to promote its services when people may need it most. Image Credit: E Trade ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 46% | Activity: 65% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Finance Fitness Campaigns:** As seen in E Trade's Super Bowl ad, combining the concept of personal fitness goals with financial goals presents an opportunity for brands to promote their financial services in a relatable manner. - **Pandemic-inspired Ad Spending:** Due to the pandemic, brands are shifting their ad spending towards events with significant viewership such as the Super Bowl 2021, creating an opportunity for creative and effective advertising. - **Messaging with Empathy:** E Trade's ad recognizes the financial struggles of consumers during the pandemic, presenting an opportunity for brands to show empathy and relate to their audience in their advertising campaigns. ### Who This Affects Most - **Financial Services:** Financial institutions have the opportunity to capitalize on the idea of 'finance fitness' and promote their services using the relatable theme of personal fitness. - **Advertising:** With pandemic-related shifts in ad spending, there is an opportunity for advertising agencies to develop more effective and creative campaigns for brands looking to make an impact during significant events. - **Entertainment:** Big events such as the Super Bowl 2021 present an opportunity for entertainment industries to reach a wider audience, and collaborate with brands looking to make an impact during the event. ## Related on Trend Hunter - [Comedic E-Commerce Brand Spots](https://www.trendhunter.com/trends/instacart-unveiled-a-teaser.md) - [Power-Packed Yogurt Ads](https://www.trendhunter.com/trends/surprising-strength.md) - [Cinematic Finance Campaigns](https://www.trendhunter.com/trends/your-money-your-move.md) - [Exercise Recovery Campaigns](https://www.trendhunter.com/trends/national-recovery-day.md) - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [High Stakes Beer Ads](https://www.trendhunter.com/trends/igh-stakes-beer-ad.md) - [Uneventful Big Game Ads](https://www.trendhunter.com/trends/angel-soft-super-bowl.md) - [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md) - [Streamlined Software Campaigns](https://www.trendhunter.com/trends/rule-your-business.md)