The financial services website eTrade first began airing Super Bowl commercials in 2006 with an instant increase in traffic to their website.http://wn.com/E-Trade_Bank The Talking Baby ad campaign debuted during Super Bowl XLII and resulted in a doubling of growth in brokerage accounts.http://wn.com/E-Trade_Bank In 2009, more than 2 million views were loaded on their site for outtakes of their Talking Baby Super Bowl ad.http://www.netbanker.com/2009/02/etrade_rides_the_popularity_of_its_baby_super_bowl_ad.html Due to its success, the Talking Baby ad will again air during Super Bowl XLV.http://www.i4u.com/44952/etrade-baby-uncensored-super-bowl-ad-scenes-released-video

E-Trade offered a sneak peek of its 2011 Super Bowl ad on January 31, 2011.  E-Trade announced that the Talking Baby would be back again.  The video that was released featured outtakes from the new advertisement.  The actual ad featured the baby ordering a suit from a tailor.  There was also an undisclosed character that the baby has an educated discussion with about the E-Trade service.  The outtakes video featured many skits that include the Talking Baby kissing an iPad.  E-trade also announced that it has updated its "E-Trade BabyMail" application in time for Super Bowl XLV.c

In a second 2010 commercial, the talking babies theme from previous years was continued as the E-Trade baby talks on video conference with his jealous girlfriend. He assures her that he was simply busy with his friends the night before and didn't intend to neglect her. She counters by asking if Lindsey, the milk-a-holic, was over. Lindsey then pops onto the screen to ask "Milk-a-what?"http://www.youtube.com/watch?v=j3NJhgSZmoM&feature=player_embedded

The thirty-second ad that aired during Super Bowl XLIII featured the 'original' ETrade Talking Baby and another sitting alongside him. As the monotone baby describes ETrades' features, the other baby breaks out into a portion of "Broken Wings" by Mr. Mister. Scolded for it "not being the right venue", he drops the song though continues at the commercial's end.http://www.youtube.com/watch?v=pjoYLzUYMqU&feature=player_embedded