Advertising senior reacts to work aired in the Super Bowl

by Delaney Appelhans

Jose Vital, senior in advertising, had a part in the production of E*Trade’s advertisement that was aired this past Sunday during the Super Bowl.

While working as an account management intern at advertising agency MullenLowe U.S. last summer, Vital had the opportunity to work on the account for E*Trade, one of the agency’s clients. 

Vital explained that his work for this ad specifically included researching to ensure that “the ad was approved across different standards from legal, creative to production.” 

E*Trade, an online financial trading platform, focused the ad titled “Workout” on a young boy who is working on getting in shape, suggesting that their users will be getting in shape, but financially, this year. The ad aired during the game’s second quarter and was E*Trade’s first Super Bowl ad appearance since 2018, according to Adweek.

Through his remote internship, Vital was able to see the ways in which the commercial was filmed while following COVID-19 precautions.

He further explained that as an advertising professional, this was a dream come true. Because ads aired during the Super Bowl are so highly regarded and are quickly reacted to across social media platforms, he was able to see responses to his work as soon as it aired.

“I’m glad I was able to share that moment with my family because it shows all the work I’ve done, in terms of school and working in the industry, came to fruition,” said Vital.

Vital is the Chief Executive Officer of the American Advertising Federation chapter on campus, which is the largest chapter of the organization in the nation.

After graduation, Vital hopes to continue to do work like he was able to with MullenLowe U.S in his past summer internship. In general, he says he is striving to become better in his career and more engaged with the industry as he moves forward.