Thursday, May 28th13.3°C
26383
25546

Boom! E-Trade retires its wiseguy spokesbaby 6 years after his Super Bowl debut

NEW YORK, N.Y. - 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. Having a talking baby trade stocks was a way to show people that E-Trade's investing services were so simple even a baby could make money trading stock on the site.

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

E-Trade's management has also changed. The company named banking industry veteran Paul Idzik as CEO in January 2013, and he has signalled a need for a new direction in marketing, replacing the company's chief marketing officer last summer. The company also switched ad agencies from Grey to Ogilvy & Mather.

E-Trade had created new talking baby spots for each Super Bowl since 2008, but sat out the big game this year.

There's no word on what the New York company's next marketing campaign will be, but Landor's Adamson said the talking baby will be a tough act to follow.

"It's an advertising icon so it will be hard to follow that with something as memorable," he said.

___

On the Web: https://www.youtube.com/watch?v=brjwVz7uE-0

The Canadian Press


Read more Business News

26416


Recent Trending




Today's Market
S&P TSX15110.47+59.66
S&P CDNX690.62-1.34
DJIA18162.99+121.45
Nasdaq5106.59+73.84
S&P 5002123.48+19.28
CDN Dollar0.8008-0.0021
Gold1187.40-16.90
Oil58.53+0.30
Lumber274.00-0.40
Natural Gas2.81-0.01

 
Okanagan Companies
Pacific Safety0.13-0.01
Knighthawk0.010.00
QHR Technologies Inc1.50-0.01
Cantex0.03-0.01
Anavex Life Sciences0.42-0.01
Metalex Ventures0.08-0.01
Russel Metals25.51+0.30
Copper Mountain Mining1.28+0.00
Colorado Resources0.11+0.01
ReliaBrand Inc0.0139+0.0059
Sunrise Resources Ltd0.04+0.01
Mission Ready Services0.155+0.005
Decisive Dividend Corporation2.10+0.16

 



26404

FEATURED Property
2292821Interval Timeshare
$1,000
more details
Click here to feature your property
Please wait... loading


Cash stressed seniors

Photo: Thinkstock.comFor many Canadian homeowners, their house represents the biggest portion of their net worth. Now, increasing numbers of seniors are starting to recognize the hidden value of their...


Do or do not

Photo: Thinkstock.com“The optimist sees the rose and not its thorns; the pessimist stares at the thorns, oblivious of the rose.” - Kahlil Gibran Good planning is all about managing chan...


Penetrate the smokescreen

Photo: ContributedHas this ever happened to you? You’re in the middle of your second or third “good discussion” with a prospect. Everything’s going great. The prospect seems en...

_








Member of BC Press Council


25771