That’s the mantra Adam Calvert kept in mind while pitching last year’s E*Trade Super Bowl commercial, “This Is Getting Old,” which features a gang of retirement-ready folks still hustling as firefighters, DJs and Baywatch-inspired lifeguards.
While many try to pull the heartstrings, Calvert, creative director Jeff Vermeersch and the team at MullenLowe’s Boston bureau went for the funny bone.
And in the case of the E*Trade campaign, it paid off: The brand’s tone stuck after the Super Bowl debut, Calvert said.
“It just kind of came out and became our voice, which was kind of cool to see your dumbness go out into the world,” he explained.
“You’ve got to start someplace smart and then do everything you can to make it dumb.
That seems to have worked for us, and we’ve kind of started to get a reputation for that here at the agency.”