E-Trade this weekend is rolling out a big new ad campaign with one very distinguishing feature: absolutely no talking babies.

Liza Landsman, chief marketing officer at E-Trade, explained the strategic shift this week on stage at the annual Ad Age Digital Conference in New York. She appeared with Ad Age Associate Publisher Abbey Klaassen and Peter DeLuca, senior VP-brand communications at T-Mobile, on a panel about choosing the right moment to disrupt your own business.

See E-Trade's new campaign here.