A clever act, E-trade’s new TV ad, to depict their customers under magnification as countless sperm, seen in closeup as computer mice struggling here and there to find their way. Where do sperm head? As far as eggheads are concerned probably toward the ceiling and kleenex, but I think E-trade means to suggest that sperm are looking for fulfillment, sound financial investment, wealth, the egg.

Computer mice as sperm. “It’s in our DNA” says E-trade. How clever. But then E-trade shows its logo, two arrows that form an asterix. A computer mouse hits it like it’s the egg and bounces off!

Well isn’t that truth in advertising! There’s the little customer, their human struggle exemplified by a cute little two-button mouse. It zeros in on E-trade, the point of the ad I’m sure, and the little investor sperm can’t penetrate the egg.

E-trade will take you money, but you’re certainly not getting any of theirs. They don’t want your DNA.