E*Trade: First Class

This case describes E*TRADE's Baby campaign in 2010, a disruptive creative treatment featuring a talking baby used by the online share trading service around the US Super Bowl to create awareness and fame in a sector characterised by staid and conservative communications.

E*Trade: First Class

Grey New York

SUMMARY

This is the story of how an idea captured the hearts and minds of America.

Of how, born amid the deepest economic crisis since the Great Depression, a talking Baby became the best-loved investor in the country.

From the moment the E*TRADE Baby puked his way to fame in the 2008 Super Bowl, literally hundreds of millions of Americans have taken him to their hearts. Famous Americans - Conan O’Brien, Jay Leno, Ryan Seacrest, Jon Stewart, Stephen Colbert and Craig Ferguson to name a few - and regular Americans alike have responded (and...

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