• The financial services website eTrade first began airing Super Bowl commercials in 2006 with an instant increase in traffic to their website. The Talking Baby ad campaign debuted during Super Bowl XLII and resulted in a doubling of growth in brokerage accounts. Due to its success, the Talking Baby ad will again air during Super Bowl XLIII.

• 1. Current ads air February 1, 2009
  2. Network: NBC
  3. One 30-second spot
  4. Estimated purchased price of $3.0 million
  5. ETrade first purchased Super Bowl ad in 2006
  6. Started Talking Baby campaign in 2008
  7. Campaign created by Grey New York

• 2009 Commercial

  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.

• 2008 Commercials

  In two thirty-second spots airing during Super Bowl XLII, the "Talking Baby" was born. They featured an infant in a highchair with a computer generated mouth exclaiming how easy buying and selling stock was via the website. Utilizing humorous overtones, one commercial featured a clown in the background with the baby mentioning that he "underestimated the creepiness". Other scenes included the baby throwing up and clicking away on the keyboard. The ads aired during the third and fourth quarter of the game.

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