E*TRADE

Making online investing so simple a baby could do it.

Launched during the 2008 Super Bowl, the E*TRADE Baby campaign turned online investing into a cultural punchline: a baby at a keyboard, speaking with the confidence of a seasoned trader. The work made a complicated financial product feel simple, accessible, and impossible to ignore.

This page pairs original broadcast work with portfolio extensions showing how the campaign language could scale across outdoor, transit, arena, print, and interactive digital.

Seen by 100M+ at launch, then extended nationally across TV and digital.

A young child with blue eyes and short hair, wearing a white t-shirt, is sitting in a wooden high chair in a child's bedroom. The child appears surprised or curious, with mouth open and hands gripping the tray of the high chair. In the background, there is a toddler bed with a patchwork quilt, a window with blinds letting in sunlight, a dresser with a lamp, and a teddy bear sitting on the floor.
Graphic displaying information about E*TRADE from 2008, including client, agency, media, and campaign details with icons for Super Bowl launch, national campaign, interactive extension, and brand icon, as well as recognition and context information.

Tears
:15 TV spot · National broadcast

Girlfriend
:30 TV spot · Super Bowl / National broadcast

Billboard displaying a young child with a serious expression, next to text that reads 'SOMEBODY HAS TO THINK LONG TERM' and the logo of E*TRADE with the tagline 'Smarter tools for investors'.
Advertisement on a subway wall showing a baby looking intensely with the text 'START EARLY. E*TRADE makes investing less intimidating.' with E*TRADE logo at the bottom.
Large LED scoreboard at a basketball arena displaying the score, teams, and a message. The scoreboard shows the third quarter with 6 minutes and 21 seconds remaining, Sacramento Kings leading 68 to Minnesota Timberwolves 72. The message on the screen reads 'Everybody's got an opinion' with an image of five young children crying or reacting. The surrounding arena is filled with spectators.

OOH / Subway

Mobile
:30 TV spot · National broadcast / Campaign Launch

Airport

OOH/Billboard

First Class
:30 TV spot · Super Bowl / National broadcast

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Advertisement in an airport featuring a young child with a neck pillow sitting in an airplane seat with a laptop. The ad promotes long-term thinking and traveling well, with the text 'Invest with confidence, wherever life takes you.'
Desktop computer displaying a digital baby communication platform with photos of babies and text options. Text on the left reads 'Start the conversation early.' with the BabyMail product logo.

Baby Outtakes
BTS digital content

Baby Mail
Interactive digitial activation

In-game Jumbotron