The E*Trade Baby Will Attend a Wedding in Super Bowl 57 Ad

The mascot came out of retirement last year for the first time since 2014

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After coming out of retirement last year after nearly a decade, E*Trade’s famed baby will once again make an appearance in Super Bowl 57.

The smart-talking tot is the best man—or rather, best baby?—at a wedding for another tiny couple in the financial services platform’s 30-second ad, produced by longtime agency MullenLowe and set to air during the first quarter.

The goal is to position the Morgan Stanley-owned website as the perfect financial partner for life’s biggest milestones, according to E*Trade CMO Andrea Zaretsky.



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