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2000•E*TradeHall of Fame

Wasted $2 Million

E*Trade

One of the first meta commercials, referencing the nature of Super Bowl ads themselves. Self-aware humor that broke the fourth wall.

Why this ad works

  • Meta-commentary on Super Bowl ad spending.
  • Unexpected and memorable premise.
  • Made the brand feel clever and self-aware.

Lasting effects

  • Paved the way for meta Super Bowl advertising.
  • Proved self-deprecation could work in high-stakes buys.

Watch on YouTube