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.