Ad of the Day: E*Trade Baby Returns as Best Man at a Wedding | Adweek Ad of the Day: E*Trade Baby Returns as Best Man at a Wedding | Adweek
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Ad of the Day: E*Trade

The baby, now best man at a wedding, pitches a new investing dashboard

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E*Trade's new investing tool is so easy to use, even the E*Trade baby's man-child of a best friend can do it. Maybe.

The financial company's infant spokesman is back in a new spot from Grey, New York, and he's now playing the role of best man at a buddy's wedding. The groom is a bit of a doofus, spending what should be one of the happier moments in his life—watching his bride walk down to aisle—freaking out over pressure from his soon-to-be father-in-law to be a good breadwinner. It's no wonder the dad has his doubts about the groom's competence, given he's standing at the altar talking to a child in a high chair. The baby maintains his perennial cool, of course, dishing out advice on how E*Trade can help manage money well with its new "360 investing dashboard." The sales-pitch wisdom is pretty much lost on the groom, who's more interested in likening the site's fancy functionality to last night's meal. "Whatever helps you understand, man," concedes the baby.

Overall, the ad is another moderately amusing installment in the campaign, even if it's not as novel, adorable or focused as the earlier hits. But with the brand planning to air a Super Bowl spot around a theme of a newborn baby, it seems things may get even weirder.



CREDITS
Client: E*Trade
Spot: "Best Man"
Agency: Grey, New York
Account Team: Jon Holding, AJ Mazza, Ronna Boyer, Kim Gordon
Art Director: Kimberly Kietz, Zack Menna
Assistant Producer: Suzie Rosenthal
Business Manager: Merry DePhillips
Casting: Nina Pratt
Chief Creative Officer: Tor Myhren
Cinematographer: Will Rexer
Client Consultant: John Clarkson
Copywriters: Rich Singer, Pete Holmes, John Clarkson, David Bailey, Katherine O'Brien
Creative Directors: Eric Segal
Director at Rabbit: Tim Abshire
Editorial, Vision Post: Alex Cohan (editor), Jackie Helfgott (asistant editor)
Director of Broadcast Production: Bennett McCarroll
Executive Producer, Vision Post: Gray Hirshfield
Line Producer, Vision Post: Lindsay Brzowski
Mix, Vision Post: Dante DeSole, Matt Baker
Music Producer: Zachary Pollakoff
VP, Producer: Kimberly Kietz
Production Company: Rabbit Content
Executive Producers: Jeff Sommar, Joby Barnhart
Project Manager: Lia Armatas
Special Effects: The Mill
Executive Producer: Jared Yeater
On-Set VFX Supervisor: Danny Morris
Lead Compositor: Tony Robins
Colorist: Fergus McCall
Telecine Producer: Claudia Guevara
Compositors: John Ciampa, Mario Caserta, Randy McEntee
Assistant Compositors: Randy Krueger, Brendan Oneil, Jade Kim, Dusty Diller, Patrick Mahoney
Element Shoots: Jared Auslander, Darnell Laval
End Tag Creative Director: Jeff Stevens
End Tag Animator: Eugene Kolb