E-Trade’s talking baby goes bye-bye


This image provided by E-Trade shows part of a television ad scheduled to air during the 2010 Super Bowl. E-Trade began its "talking baby" campaign in 2008 during the Super Bowl, at a time when online investing was not as common. (Anonymous/AP)
March 21

The E-Trade baby will finally stop talking.

In the investor site’s new ad, the baby — who looks like a harmless, adorable tot but talks like a character out of “The Wolf of Wall Street” — is upstaged by a cat named Beanie that sings. The tot quits in disgust at the end of the ad.

“That’s it, I’m done. I’m out of here. Amateurs,” the baby says in the ad. E-Trade confirmed it is “retiring” the baby and will go in a different direction with its next ads.

E-Trade began its “talking baby” campaign in 2008 during the Super Bowl, at a time when online investing was not as common.

“It served its purpose when it first launched, to make it seem like anyone could trade online,” Allen Adamson, managing director of the New York office of branding firm Landor Associates, said. “But now, online trading is so common the baby has lost its mission.”

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