E-Trade and Grey’s talking babies returned to the Super Bowl in 2010 for a love triangle (punchline: “Milka-whaat?”) and a pile of tears over expensive brokers. The campaign was developed enough by that year that such scenarios came easily, and "Girlfriend" placed in the top 10 of USA Today's Super Bowl Ad Meter, although the so-easy-a-baby-can-do-it premise was receding at the same time.

Lindsay Lohan sued over the "Lindsay" joke, which the actress argued traded on her celebrity without compensation. E-Trade, which said the claim was without merit, reached a settlement in September 2010 that resulted in the withdrawal of the litigation.  

The E-Trade baby spots would return in Super Bowl XLV ("Cat," "Tailor").

Director: John Budion.

Chief Creative Officer: Tor Myhren. Creative Director: Paul Behnen, Rob Baiocco. Writer: Michael Lichter. Art Director: Garrett Dafferner. Executive producer: Bennett McCarroll. Producer: Kim Kietz. Account executive: Jon Holding.

Post production: Click3X, Sparks. Creative director/lead Flame artist: John Budion. Managing director: Jason Mayo. Flame artists: Sophia Avgousti, Amanda Amalfi, John Ciampa, Mark Szumski. CG artists: Rob Dollase, Anthony Filipakis, Sung Kim, Grace Hwang, Tyrone Perry. Head of production/producer: Jared Yeater. Production coordinator: Diana Chang. Live action producer, New York: Rob Mackler. Color: Nice Shoes. Colorist: Gene Curley. Music: Massive Music.

Editorial: Grey's Vision Post. Editor: Alex Cohan. Producer: Suzie Rosenthal. Sound designer: Dante Desole.

BRAND: E-Trade

YEAR: 2010

AGENCY: Grey

SUPERBOWL: XLIV

QUARTER AIRED: Q3