Tool Teams Up with Ogilvy & Mather to Say Bye Bye to the E*TRADE Baby

Ogilvy & Mather and Tool Director Benjamin Weinstein have joined forces to say goodbye to E*TRADE’s talking baby, who has been the brand’s mascot since 2008. In this humorous :30, the baby is unexpectedly joined by a singing cat named Beanie, and driven to his breaking point, he abruptly quits. E*TRADE even extended the campaign to their Facebook page, where they posted the baby’s mock resignation letter.

https://www.youtube.com/watch?v=brjwVz7uE-0

Tool has consistently been one of the most lauded production companies in the industry, with its cutting-edge work for brands like Playstation, Nissan, and AT&T winning awards and driving business. Recent projects include “Remote Control Tourist” for Tourism Victoria, the “First Love” campaign for Playstation 4’s Gran Turismo 6, and Google Nexus’s “In Play.”

Downloads:

Credits:

Client: E*TRADE
Spot Title: “E*TRADE Baby Quits!”
Vice President, Brand: Tracy Seidensticker
SVP, Branding & Acquisition: Rich Muhlstock

Agency: Ogilvy & Mather
Executive Creative Director: Steve Howard
Group Creative Director: Chris Van Oosterhout
Creative Director, Copywriter: Sam Mazur
Senior Art Director: Okan Usta
Executive Producer: Maureen Phillips
Production Coordinator: Linzy Anderson
Marketing Director: Melissa Bartolini
Account Executive: Luke Taylor

Production Co: Tool
Director: Benjamin Weinstein
Managing Director: Oliver Fuselier
Producer: Jason Manz

Editorial Co: Mackenzie Cutler
Editor: Sasha Hirschfeld
Assistant Editor: Brendan Hogan

VFX Co: The Mill
Executive Producer: Verity Grantham
Executive Producer: Zu Mok
Post Producer: Will Mok
VFX Artist: Keith Sullivan
VFX On Set Supervisor: Tony Robbins

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.