E-Trade's finance-talking infant was originally created by WPP's Grey New York as a one-time demonstration that the online brokerage is so easy, even a baby can do it. But viewers couldn’t resist the stock-buying baby after "Talking Baby Part 1" in the third quarter of Super Bowl XLII and this fourth-quarter reprise of the theme, yielding an enduring brand mascot set for five more Super Bowl appearances. Its final Super Bowl appearance would come in 2013 with "Save It."
Director: Randy Krallman, who would also direct E-Trade's 2009 sequel "Wings." Production company: Smuggler.
Grey chief creative officer: Tor Myhren. Creative director: Jonathan Crain. Executive producers: Patrick Milling Smith, Brian Carmody, Lisa Rich. Copywriter: Ari Halper. Art director: Steve Krauss. Senior account executive, new business: Ben Darche. Editorial: Cosmo Street. Editors: Lawrence Young, Jason Macdonald. Editorial company: Cosmo Street. Editors: Lawrence Young, Jason Macdonald.
QUARTER AIRED: Q4