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Why This Super Bowl Commercial Is No Laughing Matter

Why This Super Bowl Commercial Is No Laughing Matter

By Susan Williams

An estimated 103.4 million people watched the Super Bowl this past weekend.

Of course as much as people tune in to watch the game along with the half time show, the commercials are often some of the biggest points of discussion the next day.

There was one commercial in particular that really stood out – and not necessarily for the right reasons.

John Tarnoff, author of Boomer Reinvention, made the following comment as he shared the video for the e-trade commercial on LinkedIn this week;

“Catch this one on the Super Bowl? For those who have inadequate retirement savings, the irony is too real – and not funny. Isn’t it kinda ageist and patronizing to belittle the idea of older people working by putting them in wildly inappropriate jobs?”

And John’s right.

With one third of Americans not having saved for retirement and 23% having less then $10,000 saved, the sad reality is that many people will need to work in retirement.

Not because they want to – but because they have to.

So what I am sure was intended to be a light hearted poke at the need to save for retirement because “you wouldn’t want to end up like this”, turned out to be a very hard hit and ageist perspective of a situation that many people may in fact find themselves living.

And sadly, this no laughing matter.

Here’s the commercial – what do you think?

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Susan Williams is the Founder of Booming Encore. Being a Boomer herself, Susan loves to discover and share ways to live life to the fullest. She shares her experiences, observations and opinions on living life after 50 and tries to embrace Booming Encore's philosophy of making sure every day matters.