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“I was terrified.”For Myhren, who joined Grey after stints at Leo Burnett Detroit and TBWA\Chiat\Day, the e Trade baby would be his first big ad–a Super Bowl ad, no less, costing many millions of dollars to get on air–since taking over the creative helm at the 93-year-old agency.

“I had just come to New York, and this was my big chance–here’s the first big Super Bowl spot for my agency–and it was a talking baby, which had been done a million times,” he says.

The 35-minute blackout may not have exactly helped the CBS ratings, but something like 100 million people still watched the Baltimore Ravens defeat the San Francisco 49ers, even after a very strange goal-line stand turned into a safety and final of 34-31.

As we mentioned, a lot of ads or at least those teasers are online already.

The next day, e Trade registered more new accounts than it had on any other day in the company’s history.

Dozens of promotions and a couple NFL championships later, the “e Trade baby,” as he’s been christened, is one of the most recognizable ads on television, and one of the most famous spots in Super Bowl history–last year’s ad helped e Trade reach an estimated 768 million people.

In Super Bowl’s past, we’ve seen babies help sell cars, Doritos, cameras and even investment advice.

It’s not clear what makes these tiny tots such experts on these products, but they’re so cute and funny that we’re inclined to believe them.

Three years ago, during Super Bowl XLII, e Trade entrusted its public image to a talking (and puking) baby.E-Trade spent 9.5 million on "advertising and market development" in 2012, according to financial filings. These little infants made their on-screen debuts at a young age and used their pudgy cheeks and lovable antics to help companies boost their sales. Marketing veeps know that us humans are hardwired to find babies utterly irresistible (even when they’re naughty) and advertisers have no problem using this to their advantage when it comes time to get creative with Super Bowl commercials."Now we're sharpening our focus on key prospects and existing customers.This focus applies to marketing as well." The decision is not entirely surprising: Earlier this year, E-Trade split from longtime agency Grey New York, which created the chubby-cheeked face of online brokerage back in 2008.Things have been changing over at the company, which is currently on its seventh chief executive, including interims, since 2007.It also recently hired a new chief marketing officer, Liza Landsman, who, after the divorce from Grey New York, appointed Ogilvy New York as its agency of record.Last year’s roster was a bit lacking in the baby department.Will advertisers bring more babes – I mean babies – back to star in Super Bowl 2016? Go Pro shows us the possibilities for filming our little babies with their new, versatile camera.Sure, they may still be in business, but would they be as successful?One thing is for sure – we wouldn’t be talking about their marketing campaigns.“It was scary.” But when the spot debuted during the Patriots-Giants championship, Myhren says it was “impossible not to know” that it was a big hit.Soon, it was one of the most talked-about ads at the water cooler, and had racked up millions of hits on You Tube.After reporting dismal numbers earlier in the year and in 2012, it has been looking like things are looking up for E-Trade.The company posted a .4 million profit in the third quarter of 2013, compared with a year-earlier loss of .6 million.




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