E*Trade Talking Baby Quits, Replaced With Singing Cat? (WATCH)

In E-Trade's new commercial, the talking baby who has been the signature for the trading company is upstaged by a singing cat and quits, according to Reuters.

The talking baby is upstaged by a cat named Beanie that sings in the commercial leading the baby to quit in disgust at the end of the ad, Reuters reported.

"That's it, I'm done. I'm out of here. Amateurs," the baby says in the ad. E-Trade confirmed it is "retiring" the baby and will go in a different direction with its next ads, according to Reuters.

E-Trade began its "talking baby" campaign in 2008 during the Super Bowl, at a time when online investing was not as common, Reuters reported. E-Trade had created new talking baby spots for each Super Bowl since 2008, but sat out the big game this year.

Having a talking baby trade stocks was a way to show people that E-Trade's investing services were so simple even a baby could make money trading stock on the site, according to Reuters.

"It served its purpose when it first launched, to make it seem like anyone could trade online," said branding expert Allen Adamson, managing director of the New York office of branding firm Landor Associates, Reuters reported. "But now online trading is so common the baby has lost its mission."

The company has also changed; in January 2013, the company named banking industry veteran Paul Idzik as CEO and he has signaled a need for a new direction in marketing, replacing the company's chief marketing officer last summer, according to Reuters. The company also switched ad agencies from Grey to Ogilvy & Mather.

There's no word on what the New York company's next marketing campaign will be, but Landor's Adamson said the talking baby will be a tough act to follow, Reuters reported.

"It's an advertising icon so it will be hard to follow that with something as memorable," Adamson said, according to Reuters.

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