The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 10th Annual Shorty Awards

This is Getting Old

Entered in Humor, Medium-Length Video

About this entry

Over 1/3 of Americans aren't currently saving for retirement. This alarming fact shocked our friends at E*TRADE. So to help empower people of all ages to take control of their financial destiny and plan for their golden years, E*TRADE brought a one-of-a-kind retirement message to the biggest stage in America: The Super Bowl.

Why does this entry deserve to win?

From surgeons to stuntmen, we illustrated the issue by showcasing elderly workers in positions of all kinds. "This Is Getting Old" was a huge Super Bowl success. A natural extension of the "Don't Get Mad" platform, it not only pointed out the retirement epidemic but offered up a solution.


The spot landed in the top ten of USA Today's ad meter, was declared "One of the Top 5 Ads of the Super Bowl" by Fast Company, was Whoopi Goldberg's favorite ad of the night and was focus of a feature article by Time Magazine. It has over 2.6MM views on YouTube.


Video for This is Getting Old

Entrant Company / Organization Name

MullenLowe U.S., E*TRADE

Entry Credits