E-Trade Baby is Back for 2023 Super Bowl

E-Trade is set to return to the Super Bowl for the fourth time in the last six years, with a 30-second spot featuring the beloved E-Trade Baby. Having been absent from the marketing scene since 2014, the infant made a reappearance in last year’s game to help out some suited executives from the online brokerage, which was acquired three years ago by Morgan Stanley. Andrea Zaretsky, chief marketing officer of Morgan Stanley Wealth Management noted that the Super Bowl spot will help the brand broadcast its story and will provide access to more “digital tools, comprehensive intellectual capital, and professional guidance.” MullenLowe, E-Trade’s longtime creative agency, worked on the spot.

Below is a teaser “Save the Date” with polished baby shoes, freshly combed hair, Sippy cups on ice, and a snazzy set of E*TRADE cufflinks: it’s time to get ready for the big day!

The 30-second spot will air in the first quarter. 

Last Year’s spot was a fan favorite. E-Trade also ran Super Bowl advertising in 2021, 2018, 2013, 2012, 2010, 2009, 2008, 2007, 2002, 2001, 2000

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