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ETrade's new ad campaign: worse than the baby?

April 12, 2014: 1:00 PM ET
The ETrade baby has 'retired' after 6 years as company spokesbabe.

The ETrade baby has 'retired' after six years as company 'spokesbabe'.

Apparently, babies do get old.

ETrade (ETFC) recently retired its long-running ad campaign featuring a talking baby boy telling people how easy it is to invest.

The company's official line is that the child star quit.

There's even a web site marking the milestone,, which redirects you to a Facebook page showing an out of office sign on the baby's crib.

Over the years, the baby, who was never given an official name, talked stocks and traded with everyone from other babies to cats.

The wee lad typically sat in a high chair and had a voiceover with a know-it-all attitude that Sheldon Cooper or Hermione Granger would probably envy.

The concept was simple: investing is so easy, even an infant can do it.

Last week, ETrade unveiled its new ad: Are you Type E*?

The opening commercial looks like a promo for a Broadway show with all the singing and dancing.

"I know a thing about an IRA. I know the tools to do it my way," the jingle begins.

Characters -- all adults this time -- pose as astronauts, waiters, doctors and businesswomen and groove to a chorus of "That's why I'm type E."

Kevin Spacey is going to be part of the second phase of the company's new ad campaign. It would be fun if he played a villain along the lines of Francis Underwood from "House of Cards" or spoiler alert! ... Keyser Soze.

But we're still not sure we get the whole Type E thing. It's supposed to be a play on the notion of a personality or blood type.

Still, it's hard not to watch the commercial and wonder if you have to dance like a moron to invest in the market.

Readers, we're asking you: is this worse than the baby?

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Heather Long
Heather Long
Markets & Investing Editor, CNNMoney

Heather Long is markets and investing editor for CNNMoney. She was formerly an assistant editor at The Guardian and an editor at The Patriot-News, which won the 2012 Pulitzer Prize for Local Reporting. She started her career at the investment consulting firm Cambridge Associates and is a Rhodes Scholar. Follow her on Twitter @byHeatherLong

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