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The Big Game 2013

E*Trade Baby Sees the World in Amped-Up Super Bowl Spot

How to spend what you'd save on hidden fees

ETrade released its 2013 Super Bowl ad on Friday, showing the company's iconic talking baby boldly going where he's never gone before.

The talking tot informs viewers that they could lose tens of thousands of dollars of their 401(k) money to hidden fees—then, in a photo montage, shows you what kind of epic world party you could enjoy for that kind of cash.

"Having great music and great imagery, and taking the baby to places he's never been, seemed fresh and Super Bowl-worthy," Tor Myhren, president and chief creative officer of Grey in New York, told Adweek. "I hope America loves it. You play it for large crowds, and it seems to play well."

Adweek will have much more about the making of this ad in print and online Monday.

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