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The spot is directed by Jonathan Dayton and Valerie Faris of "Little Miss Sunshine" fame."Right now, it's the right message at the right time," says Lea Stendahl, chief marketing officer at 36-year-old E-Trade.

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Sunday's push will also include a series of short social media videos showcasing a group of octogenarian cheerleaders—again, the dangers of not saving for retirement.

E-Trade's team intends to use the content for various situations during the match between the New England Patriots and Philadelphia Eagles.

"Given that this is a significant investment, there's an expectation that the investment has to work hard both before, during and after the game," says Stendahl.

"The logical place for that is to live in the social and digital world." The new marketing follows an earlier campaign from R/GA that featured Kevin Spacey as a spokesman.

She joined Ad Age after a dozen years of writing for Crain's New York Business, where she also focused on the retail industry.

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