E*Trade Financial’s talking perma-infant (is it just me, or does he sort of resemble two-time E*Trade savior Ken Griffin?) won’t get a chance to grow up.

In a 30-second ad that debuted during the opening games of the NCAA March Madness tournament, a singing cat named Beanie interrupts the baby’s announcement that he is funding his retirement account through E*Trade.

Told that the cat, which bursts into song with nonsensical lyrics about bundling and options and ETFs, is his new sidekick, the baby smashes his cellphone and barks: “I’m done. I’m out of here….”

Chief Executive Officer Paul Idzik said soon after his arrival in January 2013 that E*Trade was taking the wrong approach to marketing and should be more scientific in measuring how its messages resonate with clients. He fired marketing head Nick Utton, along with many other top executives. Grey Advertising, which created the baby ads, resigned from the account last summer and was replaced by Ogilvy & Mather.

“The baby was a wonderful iconic expression of what we were,” new chief marketing officer Liza Landsman told Reuters. “But we want something that better reflects our present and where we are going.”

E*Trade bids goodbye to its iconic baby [Reuters]

8 comments (hidden to protect delicate sensibilities)
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Comments (8)

  1. Posted by Guest | March 21, 2014 at 1:31 PM

    Where's the ad Shazzy?!

  2. Posted by ThatsWacc | March 21, 2014 at 2:04 PM

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

    – Not shazzy and not a fan of his work.

  3. Posted by Guest | March 21, 2014 at 2:13 PM

    This ad just hits way too close to home for me.

    -J Shazar

  4. Posted by Puck It | March 21, 2014 at 3:07 PM

    Nothing says "serious marketing to grown-ups" like cat videos.

    —youtube exec

  5. Posted by guest | March 21, 2014 at 3:23 PM

    bloomberg commenters must be furiously withdrawing their funds from etrade right now.

  6. Posted by Nobody | March 21, 2014 at 3:41 PM

    Something tells me you kill it with the ladies.

  7. Posted by Girst | March 21, 2014 at 6:27 PM

    It's just you

  8. Posted by guest | March 22, 2014 at 1:56 AM

    If they were going for entertainment, they would have been better off withdrawing that cash and filming a bonfire

    speaking of entertainment, bring back the trader baby we love