E-Trade returns to Super Bowl with famed baby

The 2023 Super Bowl will bring back many familiar faces—and one of them has round chubby cheeks. E-Trade today confirmed that it will be airing a spot in the Big Game next month and that the spot will feature the well-known E-Trade Baby. After being out of the marketing action since 2014, the infant made a reappearance in last year’s game to help out some suited executives from the online brokerage, which was acquired three years ago by Morgan Stanley. E-Trade is a Super Bowl regular, having advertised from 2008 through 2013 and then again in 2018, 2021 and last year. Check out the latest Ad Age events and award programs “E-Trade from Morgan Stanley has a long and storied history of Super Bowl spots that has helped us develop a connection with investing consumers that is hard to find across the financial services industry,” said Andrea Zaretsky, chief marketing officer of Morgan Stanley Wealth Management, in a statement. She noted that as E-Trade is now part of the Morgan Stanley Wealth Management “ecosystem,” it has access to more “digital tools, comprehensive intellectual capital, and professional guidance.” The Super Bowl will help the brand broadcast its story. The 30-second spot will air in the first quarter. MullenLowe, E-Trade’s longtime creative agency, worked on the spot.

E-Trade returns to Super Bowl with famed baby

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