E-Trade Baby Quits in His Last Commercial for Online Brokerage

Addition of a New Sidekick Pushes Baby Over the Edge

Published On
Mar 24, 2014

Editor's Pick

Here's what's most likely the last talking baby ad you'll see for online brokerage E-Trade. The ad features the financially savvy tot meeting a new sidekick (of course, it's 2014, so it's a cat) and quitting in frustration.

The brand also posted an "I Quit" resignation letter on Facebook, written by the baby, in which he details his "Category 5 tantrum" and his plans after making all that money.

Grey introduced the talking baby back in 2008, at which point it was a huge hit. But the agency resigned the account last year, after the brokerage brought on board new CMO Liza Landsman. It tapped Ogilvy New York as its agency after a very short review, and the agency stepped in to deliver this final message from the little one. The brand also sat out the Super Bowl this year, for the first time since 2008.

Credits

Date
Mar 24, 2014
Brand:
E*TRADE
Client:
E*TRADE
Agency:
Ogilvy & Mather-New York
Executive Creative Director/Production:
Steve Howard
Group Creative Director:
Chris Van Oosterhout
Group Planning Director:
Margaret Rimsky
Production Company:
Tool of North America
Director:
Benjamin Weinstein
Managing Director:
Oliver Fuselier
Producer:
Jason Manz
Creative Director/Writer:
Sam Mazur
Senior Art Director:
Okan Usta
Executive Producer:
Maureen Phillips
Production Coordinator:
Linzy Anderson

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Project Type