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Sitting down with the eTrade baby-daddy: Nick Utton on digital marketing, branding, and measuring online effectiveness -

Microsoft Advertising Blog

Sitting down with the eTrade baby-daddy: Nick Utton on digital marketing, branding, and measuring online effectiveness

posted Thu, Aug 13 2009

Lucky enough to sit down with Nick Utton from eTrade and get some inside scoop on the babies, the origin of the Shankopotamus, and also eTrade's digital strategy. "If advertising's the uninvited guest, we've got consumers who've come to different web sites and want to view our commercials in full."

Take a look at the interview on MSN Video or watch below. And if you haven't seen the latest PSA spot from eTrade, check it out. good stuff.

 

 

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Comments

  • Wed, Sep 16 2009 09:37PM
    Phyllis Harnish

    I love the golf baby.  Shankapotomus!  I laugh out loud everytime I see it.  Next stock buy, I will check you guys out.

    Great ad!  I remember what you were advertising the first view.  As you know, that is amazing!  

    Job Well Done

  • Mon, Oct 05 2009 04:26PM
    Laura Lee

    E-Trade baby was the comic relief needed for a very serious subject. Couldnt have been a better brain storming session on having e-trade baby on board

  • Thu, Oct 22 2009 06:25PM
    Sharon S.

    I hate ads - but love the singing babies.  All the E-Trade babies are great, great ads.

    I laugh outloud and are the only ones I would actually play back!  Keep the baby ads coming!

  • Thu, Oct 29 2009 07:08PM
    Blizzard

    Best ads ever!

  • Mon, Nov 09 2009 11:10AM
    Chris U.

    Etrade baby commercial is the best in several years, perhaps since "Where's the beef?"  that aired several decades ago, which younger viewers may not remember.  Time flies!

  • Sun, Jan 17 2010 12:37PM
    Regina

    Where is the "original" E-trade baby?  The new baby is cute,

    but he just doesn't have the same "attitude" in his

    delivery as that original baby!  Please, E-trade powers-that-be,

    bring back the "Shankapotomus" baby!!  1/17/2010

  • Sun, Jan 17 2010 01:56PM
    Linda L.

    The creepy clown is still my all time favorite.

  • Sat, Jan 23 2010 07:36PM
    AW

    Forget 'where's the beef'...where's the etrade baby???

  • Sun, Jan 24 2010 12:14PM
    Violet

    Yes, I agree with Regina, the new baby just doesn't do it for me, I laughed every time they showed him and his friends. What happened?

  • Sun, Jan 24 2010 12:57PM
    Sandra

    Please bring back the other baby. I rather watch the other kid grow up then watch new baby.

  • Sun, Jan 24 2010 03:37PM
    Amy

    The new baby is ugly and doesn't work!  I loved the old baby and his attitude!

  • Sun, Jan 24 2010 04:47PM
    Maureen F.

    The original E-trade baby ROCKS! Bring back shankapotamus! I love that kid!

  • Mon, Jan 25 2010 01:36AM
    Shirley M

    Bring back our E-Trade baby with the attitude.  We love him!  All babies are cute, but he is perfect for this ad.  My favorite is the Shankapotomus one!

  • Mon, Jan 25 2010 01:27PM

    Bring the other baby back...he is better and way more fun to watch!  His big brown eyes are so cute....

  • Mon, Jan 25 2010 01:44PM
    Jim

    Yes, Bring back the 1st baby---much more attitude & expressioon

  • Wed, Jan 27 2010 02:57PM
    Lori

    The new baby just doesn't work period- bring the original e-trade baby back - I don't care if he's 3 or 4 years old!  I think an advertising campaign with the original child will be far more effective than one using a new baby... Clearly someone underestimated the public's attachment to the e-trade baby!

  • Thu, Jan 28 2010 12:58PM
    mike m.

    new baby not cutting it!!!!!!!!!!!!! ...need better reaction baby ..like the prior one..ie no flexing pipes...the best..

  • Wed, Feb 03 2010 08:53AM
    Cheryl

    I agree that the new baby isn't working, please bring back the original e-trade baby:)

  • Wed, Feb 03 2010 09:16AM
    Mary

    Miss the old e-trade baby, I laughed out loud every time the ad came on.

  • Wed, Feb 03 2010 09:17AM
    kevin

    New e-trade baby does not compare to the last little guy, bring back the baby we love.

  • Wed, Feb 03 2010 09:39AM
    Johneen

    I have to agree with the other comments, the original baby, Nigal has the best attitude, expressions, and delivery in getting the message across. All babies are cute, but Nigal really hits the mark! Thanks ETrade for the commericals, they are the best of all to watch.

  • Wed, Feb 03 2010 05:37PM
    Beverly

    I LOVE the original E-Trade baby and laughed every time I saw the commercials. Everyone is right the new baby doesn't cut it...Even if the original E-trade baby is 3 or 4 years old, commercials of him as he grows up still trading on E-Trade will have a greater impact for your commercial.  Please reconsider....

  • Wed, Feb 03 2010 06:07PM
    JoeP

    Bring back the original E-Trade baby.  He is awesome!  Cannot get enough of those commercials.  Big mistake with new baby.

  • Wed, Feb 03 2010 08:54PM
    Jan J.

    I miss the original baby...he had such expressiveness...the new baby just doesn't do it for me.   BRING BACK SHANKOPOTAMUS!

  • Thu, Feb 04 2010 04:21PM
    Kate

    How do I say this...the new baby is too cold.  He just doesn't project the personality the brown eyed baby did.  

  • Sun, Feb 07 2010 05:55AM
    Patricia

    I prefer the original baby, as well.  I realize that he's too old to do it, but I think they could have found another baby with the same personality.  Personality is in the face, and the new baby just doesn't have it.  

  • Sun, Feb 07 2010 05:56PM
    Joy

    Please........bring back the original baby!!!!!!!!! The new one just isn't the same al all!!! When will he be back?

  • Sun, Feb 07 2010 05:59PM
    Julie

    Just watched the etrade superbowl commercial.  Not even funny.  Nigel and Benny were a one-in-a-million tag-team.  Can't believe you didn't expect fallout from the American viewing public when the poor decision was made to replace them.  I would suggest you secure contracts with the original families before a competitor capitalizes on your mistake.

  • Sun, Feb 07 2010 06:36PM
    susan

    the new baby isn't quite the same. Bring back the original baby!

  • Sun, Feb 07 2010 06:52PM
    Teresa P

    PLEASE PLEASE bring back the original etrade baby!!!!!  You know, Mr.Shankopotamus

  • Sun, Feb 07 2010 06:57PM
    Rick

    Not even close,original baby was much better....the golf one,and golden pipes with the other baby were my favorites

  • Sun, Feb 07 2010 07:52PM
    mash007

    These commercials with the new baby just aren't funny.  Way to go Etrade!  

  • Sun, Feb 07 2010 08:43PM
    Rhonda

    I also prefer the original baby. If he's too old then at least keep the same voice as the original baby it would be so much better.

  • Mon, Feb 08 2010 07:10AM
    Julie

    BRING BACK SHANKOPOTAMUS! Please bring the other baby back. Love those commercials.

  • Mon, Feb 08 2010 08:25PM
    Dena

    Please bring the old baby back I was disappointed when I didn't see him on the superbowl commercial. Everybody I talked to feels the same way. Please reconsider to bring him back even if he is older. We all luv him it seem. Bad move on your part. I hope the next commercial he's back

  • Thu, Feb 11 2010 04:51PM
    Debby

    Bring back Shank and friends please, we don't care if he's a little older!

  • Fri, Feb 12 2010 09:03AM

    Just wanted everyone to know that I am sharing the comments with eTrade and Nick.  Sure post Super Bowl ads, they'll take a look at what's next, but assume we'll see the current commercials for a bit.  Personally like the "Girlfriend" ad, but Shankopotomus is still the best!

  • Mon, Feb 15 2010 07:19PM
    rocky

    Please bring back the "original" e-trade baby.  He was just sooooo cute.  The first is the best.  I just adored him always made me laugh.   :)

  • Mon, Feb 15 2010 09:36PM
    Nicole Abney

    How do I get my baby to be an etrade baby??? He would be awesome!!

  • Thu, Feb 18 2010 06:12PM
    karen

    bring back shankopotomus baby!!  this "new" baby doesn't have it at all.  BAD decision on somebody's part. :(

  • Sat, Feb 20 2010 04:06PM
    iTab

    I agree - I'd much rather watch the original baby grow up. I'm just not entertained by the new one.

  • Mon, Feb 22 2010 08:22PM
    Roberto

    The original baby should come back.  The new baby just doesn't have that "it" factor.  I would rather see the original baby all grown up than this new baby.  He's cute but not funny.  BRING BACK THE SHANKOPOTOMUS!!!!!

    TAKE THIS BROKEN WINGS!!!!!  

  • Tue, Feb 23 2010 06:15PM
    Regina & Bob

    Hey, Mark, I'm sure that Nick & Etrade get gazillions of people wanting their babies to be the next Etrade baby. I'm one of them! We have the most comical-cute twin baby boys, 13 mos old. If Etrade uses a casting agency, would they be willing to share the name so I can submit a photo to that agency? Or another contact would be great, if they are willing to share it... Thanks!  Regina (a different Regina from the one that posted earlier, small world)

  • Fri, Feb 26 2010 06:39PM
    Michelle

    Admittedly, my Husband and I crack up at every ETrade baby commercial.  However, he and I have a nightly disagreement on who is the better ETrade Baby.  He loves the "shocked look" and I will be a Shankopotamus lover forever.  Please bring back the original baby (unless he is holding out for too much money!!)

  • Tue, Mar 02 2010 11:46AM
    Susannah

    I love the original baby also!  Where did he go?

  • Tue, Mar 02 2010 02:57PM

    Everyone, thanks for keeping the conversation going. We're looking into this, and if we find out more about becoming an eTrade baby, we'll post here.

  • Sun, Mar 07 2010 08:44AM
    Mrs. T Lewis

    First and foremost .. babies are not ugly . I think that is a poor use of judgement . What's one baby from another??  Anyway as long as there are a babies in the role I think the commericals will still continue to get RAVE reviews. I love the fact that all babies have a chance at the commerical . The world is mixed with all races , creed and gender. With that being said keep the commericals coming and allow more babies the opportunity at the fun & cute experience. I love all the Etrade commercials .. It was a topic at the water cooler if you know what I mean . LOL !! I can't wait to see what else is in store. BTW I would like to know how to get my baby on the commercial he is 9 mths and act as if he is a toddler..LOL-SMH-Thank you!!

  • Mon, Mar 15 2010 06:56PM
    tracy

    Bring back the old baby. He is so cute. Love those big eyes and attitude. New baby doesn't cut it.  I don't care the little lover is 4 years old, bring him back.  

  • Wed, Mar 17 2010 07:31PM
    Dean

    No doubt!  The original baby's attitude and delivery were what made the commercials!

    So, maybe what we're really saying here is, get the original guy who did the voiceovers back.  Yes, the new baby is cute... fine.   But it was the voiceover guy that made it all work.   He wants a raise?   Pay up!    He's worth it.   (And no, I'm not him).

  • Thu, Mar 18 2010 08:51PM
    Christine

    I agree with Rhonda - if you have to have the new baby, at least keep the same voice as the old one. The new one just isn't funny!

  • Thu, Mar 18 2010 09:14PM
    J.A.

    I agree with Dean.  Whoever did the voiceover for the original baby was great.  His voice was perfect for the commercial.  I don't think the problem now is so much with the new baby, as it is with the voice...just not the same feel.

  • Sun, Apr 18 2010 08:11PM
    Regina & Bob

    Hi, Mark Young, just checking back to see if by chance you have been able to learn how one can enter their baby to become the next eTrade baby?  I keep checking back here just in case.  Thanks so much!

  • Mon, Apr 19 2010 08:49AM
    Mark

    A few folks have asked me how to get their baby as the next baby.  At this point Grey Advertising (agency for the commercials) would be your best start...

  • Wed, Apr 21 2010 12:22PM
    Regina & Bob

    Thanks so much, Mark, for the excellent follow up!

  • Tue, May 04 2010 12:33AM
    Jame

    I liked the 1st etrade baby with those big brown doe eyes. The new one has no looks or personality--sorry. Did the 1st 1 grow up too fast or something? Well, they all do. But, he made it for etrade.

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