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.

Featuring:

  • 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 Monster.com'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

Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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