How the E*Trade Baby Became an Icon of the Super Bowl

The story of the game's most famous spokeskid

They say Super Bowl advertising is all about celebs, animals and babies. When it comes to the latter, no brand has been as successful as E*Trade, which launched ads with a talking baby on the 2008 game—and kept the character around for seven years after that, including many more Super Bowl appearance. In our final look back at memorable Super Bowl spots, our panel revists the game's most famous spokeskid, and why he was so beloved by viewers of all ages.


  • Tyler Cameron, Television Personality and Model
  • Danny Robinson, Chief Creative Officer, The Martin Agency
  • Fernando Machado , Chief Marketing Officer, Activision Blizzard
  • Tim Nudd, Editor in Chief, Clio Awards amd Muse by Clio
  • Tiffany Rolfe, Global Chief Creative Officer, R/GA
  • Matt Wallaert, Behavioral Science Expert
  • Michele Tafoya , NFL Sideline Reporter 

See more episodes of our series below:

How Volkswagen's 'The Force' Changed the Super Bowl Forever

Always 'Like a Girl,' From Online Viral Hit to Super Bowl Champion

The Sad, Somber Hilarity of's 'When I Grow Up'

Chrysler and Eminem's Epic Salute to Detroit and Its Auto Industry

The Enduring Charm of Coke's Mean Joe Greene Ad

The Night Alexa Lost Her Voice but Spoke Louder Than Ever

Eli Manning on His NFL Ad and Those Sweet Dirty Dancing Moves

The NFL's Epic Super Bowl Ad That Was 100 Years in the Making

When Every Ad Was a #TideAd: How P&G Hijacked the Super Bowl

Nothing but Net: Jordan and Bird's Epic Showdown for McDonald's

How Reebok's Terry Tate Smashed His Way Into Super Bowl History

Cindy Crawford for Pepsi: Two Icons, One Perfect Super Bowl Ad

Budweiser's 'Puppy Love' ... the Cutest Super Bowl Ad Ever?

How Doritos and Mountain Dew Created a Rap Battle for the Ages

Betty White and Snickers: A Match Made in Super Bowl Heaven

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