E*Trade Super Bowl Commercial 2023: Babies at Wedding!

The E*Trade baby is back!

The smart-talking baby plays Best Man at a wedding for another couple in the new 30-second 2023 Super Bowl commercial, airing on Sunday (February 12) during the big game.

“We’re excited to have [the baby] continue to help consumers get off the bench and take charge of their financial lives,” E*Trade CMO Andrea Zaretsky said in a statement.

“In this environment, now couldn’t be a better time for that message in terms of consumers and the economy.”

The baby first debuted in 2008. And before last year, the baby’s last appearance in the Super Bowl was in 2014.

“[The baby is] very authentic to the E*Trade brand. We’ve always had an irreverent tone, and we’ve really focused on making sure that we tell truth. So we think the E*Trade baby is the perfect symbol for the brand and particularly in this market. He’s irreverent, he’s street-smart, an everyday hero,” the CMO said.

“When your next steps are walking down the aisle, it pays to have a great best man and an even better portfolio,” the company declares.

Watch the commercial…

Watch all of the commercials airing during the Super Bowl right here!