The E*TRADE Baby

I was very lucky to be a part of history to give voice to the iconic E*TRADE Baby on social, writing for events as big as the Super Bowl to smaller celebrations like #ShortKingSpring. Crafting lines with his wit and humor always makes me realize just how much advanced he was compared to me at that age. He invested in stocks. I invested in Barney.

Client: E*TRADE
Agency: MullenLowe New York
AD: Jermine Hodge
CDs: Richard Singer & Zack Menna

Super Bowl - Supplementary Shorts

I was tasked with taking the field to play a supporting role in E*TRADE’s Super Bowl spot Baby Wedding and to drive home our point that with E*TRADE, you’re ready for anything — on the field and in life.

Camping Trip
BFF: Ready for this camping trip?

BABY: When my money’s working
hard, I’m ready for just about
anything.

BFF: What about bears?

BABY: A bear market? Yes.
Actual bears? Not so much.

SFX: A bear roars.

BFF: Uh-oh.

Piggy Bank
BABY:
Meet my old financial partner. I had to fire him cause he was always breaking under pressure.

Game Day Twitter

I was also asked to write lines for the E*TRADE Baby to tweet out at the beginning and end of the big game.

^{E*TRADE Baby @etradebaby}

This is my eighth game. What can I say? The excitement keeps me looking young. #ETRADEBabyWedding

^{E*TRADE Baby @etradebaby}

Congrats to the MVP. That would be me, for successfully staying up past my bedtime. #ETRADEBabyWedding

General Twitter and Instagram

Last but not least, I wrote copy for the E*TRADE Baby’s Twitter and Instagram feeds, where he commented on special occasions, the news, and whatever crossed his tiny, yet brilliant mind.

^{E*TRADE Baby @etradebaby}
You gave me life, so I’ll give you a gift. That’s how this works, right? #HappyMothersDay

^{E*TRADE Baby @etradebaby}

Ah, the Tooth Fairy. I remember our encounter fondly. It was my very first trade. #ToothFairyDay

^{E*TRADE Baby @etradebaby}

The only thing I’m invested in right now is getting out of the office early. #SummerFridays

^{E*TRADE Baby @etradebaby}

I’d help with the pilot shortage, but no one likes to see a baby on a plane. Especially in the cockpit.

^{E*TRADE Baby @etradebaby}

I’m the gift that keeps on giving… financial wisdom.

^{E*TRADE Baby @etradebaby}
Happy 246th birthday, America. Take it from me, you’re still looking good for your age.

^{E*TRADE Baby @etradebaby}

Three things to stay away from today: black cats; broken mirrors; and bad investments. #Fridaythe13th

^{E*TRADE Baby @etradebaby}

Now that football’s back, can someone explain to me how you throw this thing?

^{E*TRADE Baby @etradebaby}

I need my 1099, and a nap. Not necessarily in that order.

^{E*TRADE Baby @etradebaby}

Ah spring cleaning, the ritual of putting clothes away that I never wore in the first place.

^{E*TRADE Baby @etradebaby}

I hope my investments bloom better than my flowers.

^{E*TRADE Baby @etradebaby}

Shout out to the only woman who’ll take my calls. #HappyMothersDay

^{E*TRADE Baby @etradebaby}

Just heard about #ShortKingSpring. What a time to be alive. And 26 inches tall.

^{E*TRADE Baby @etradebaby}

New year, new me, new resolutions that I won’t keep past February.

^{E*TRADE Baby @etradebaby}

For me, every day is #InternationalBathDay. Thanks rubber duckie.

^{E*TRADE Baby @etradebaby}

In this economy, we all have to make sacrifices. Guess I’m cutting back on bottle service this month.

^{E*TRADE Baby @etradebaby}

I’m feeling pretty good about my finances this year. My bracket, not so much.

^{E*TRADE Baby @etradebaby}

Did anyone else know #LeaveTheOfficeEarlyDay was a thing?