E*TRADE Announces Advertising Plans for Super Bowl XLVI

E*TRADE Financial Corp. announced that E*TRADE Securities LLC will return to the biggest advertising event of the year with a new Talking Baby commercial slated to debut during the NBC television network broadcast of Super Bowl XLVI on February 5, 2012. This marks the fifth anniversary of the iconic E*TRADE Baby campaign.

The Super Bowl spot, one of a series of new ads planned for 2012, features the E*TRADE Baby interacting with people facing special life events that trigger a need to consider financial planning.

The campaign was created by Grey New York, E*TRADE’s advertising agency of record since 2007.

To maximize the investment and reach of the Super Bowl ad before, during and after the game, the campaign’s online presence will include:

• A new viral video featuring “Top Ten Baby Moments”
• Real-time updates from the Talking Baby on Facebook and Twitter
• Redesigned YouTube® Brand Channel featuring E*TRADE’s most popular commercials and videos