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.

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.”



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.