Talking Baby Ad to Help Investors Plan for Future

E*TRADE Financial Corporation (NASDAQ: ETFC) has announced that E*TRADE Securities LLC has unveiled a new 30-second “Talking Baby” advertisement which will run during the NBC television network broadcast of Super Bowl XLVI.

The Super Bowl spot, entitled “Fatherhood,” features the E*TRADE Baby reassuring a nervous new dad about planning for his newborn daughter’s future with help from Financial Consultants at E*TRADE. It was announced Friday, Feb. 3.

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“As we celebrate our 5th year with the E*TRADE Baby, we’re focused on building on our momentum by ensuring the campaign remains memorable and iconic, and also says something new about E*TRADE’s offerings. With that in mind, this year’s approach features the Baby interacting with people facing important real-life events that trigger a need to consider investing,” said Nick Utton, chief marketing officer of E*TRADE Financial Corporation.

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The Baby ad is part of a new marketing campaign spanning television, print, online and social media, which includes:

• A second new Baby television spot called “Best Man”

• A series of Investing Solutions television commercials, launching in February, showcasing E*TRADE 360, Retirement and E*TRADE Pro

• Print and online executions aligned to the recently launched new etrade.com website

• Online advertising integration with key sites including CNNMoney.com and WSJ.com, MSN.com, Yahoo!, Google, YouTube, Facebook and Twitter

• Fully integrated social media campaign featuring a “Top Ten Baby Moments” video, YouTube brand page, and Facebook and Twitter elements

The E*TRADE Financial family of companies provides financial services including online brokerage and related banking products and services to retail investors.

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