E-Trade Making Fun of Seniors?

A commercial was produced for E-Trade featuring seniors in different work scenarios: a DJ spinning records, a Lifeguard, a Fireman, and so on. I get the premise. These are seniors well past the age of 60, shown in the context of what could happen if you don’t save or, in this case, INVEST using E-Trade.

Epic fail by the ad agency

This is an epic fail on the part of the ad agency and E-Trade. The ad agency that wrote the spot and the E-Trade marketing team should be made to serve as nurses and aids at a senior living center. And I am not alone in my opinion. Read the excerpt below from a report conducted by the Journal of Advertising History titled ‘Stereotypes of the Elderly in US Television Commercials From the 1950s to the 1990s’. Unfortunately, this has been pervasive in current advertising campaigns.

Portraying the elderly through negative stereotypes

Critics have charged that American advertisers have often portrayed the elderly through negative stereotypes. These negative portrayals, they suggest, not only offend elderly consumers but also contribute to ageism. This study examined whether American advertisers have indeed used a great deal of negative stereotyping of the elderly as the critics have suggested. Employing a concept of stereotypes found in cognitive psychology, the authors examined trends in the portrayal of the elderly in television commercials produced in the United States from the 1950s to the 1990s. more.

In Conclusion

You don’t have to make fun of seniors to sell a product. This concept is not clever and clearly demonstrates a lack of respect.

Also see:
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About the Commercial

E*Trade’s 2018 Super Bowl commercial, “This Is Getting Old,” features seniors in various work scenarios, including a DJ spinning records under the name “DJ Nanna.”

The ad humorously depicts elderly men and women continuing to work as lifeguards, firemen, and DJs, highlighting the challenges faced by many older Americans who have insufficient retirement savings.

The seniors sing a modified version of Harry Belafonte’s “Day-O” song with the lyrics, “I’m 85 and I want to go home. ” This emphasizes the message that many people must keep working late into old age due to financial necessity.

The portrayal of the elderly in these work roles, including the DJ, was intended to be funny but received criticism for perpetuating negative stereotypes and ageism.

Critics argued that the ad made fun of seniors rather than respectfully addressing retirement savings issues, suggesting the campaign lacked sensitivity toward older adults.