Video: E*TRADE Releases Super Bowl(R) XLIII Advertisements

Video: E*TRADE Releases Super Bowl(R) XLIII Advertisements

NEW YORK, Feb. 1 /PRNewswire-FirstCall/ -- The E*TRADE(R) Baby is back! E*TRADE FINANCIAL Corporation (NASDAQ:ETFC) today announced the premiere of its latest "Talking Baby" commercials, which aired this evening before and during Super Bowl(R) XLIII.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/etrade/36767/

Airing during the second quarter of the game, the memorable "Wings" spot features the E*TRADE Baby offering suggestions for how investors can weather the current challenging economic climate. The E*TRADE Baby's buddy, in his debut as a solo artist, chimes in on cue, but not necessarily on pitch, with his own words of inspiration for disheartened investors, creatively interpreted from the soaring wisdom of 1980s pop music. The ad reinforces E*TRADE's strength as a customer champion, with the Baby suggesting consumers take control and re-plan their investments with the various available tools and resources on www.etrade.com.

Also premiering during the Pre- and Post-Game Show of Super Bowl(R) XLIII is "401(k)," a spot that features the E*TRADE Baby and his golfing buddy, Frank, discussing the outcome of their recent game. The Baby has some choice words for Frank, whose retirement savings are as badly handicapped as his golf game. Planning for retirement is easy with E*TRADE - saving his golf game is a whole different matter.

To maximize the Super Bowl investment, E*TRADE has leveraged various strategic social media channels. The "Talking Baby" personality has come to life on the Web, with a Facebook(R) Page (http://www.facebook.com/home/php#/pages/ETRADE-Baby/45441344525) and profile on Twitter(TM) (http://twitter.com/etradebaby). To date, the Baby has approximately 1,400 "fans" on Facebook and more than 150 Twitter "followers" who are connected and in-the-know on the Baby's whereabouts leading up to and following the game.

E*TRADE's brand channel on YouTube(R) (www.youtube.com/etrade) also features an irreverent outtakes video of Baby footage that didn't make the cut for the final commercial. Already a national hit, the video on the YouTube page has received nearly 2 million views.

Grey New York, E*TRADE's advertising agency of record since 2007, created the campaign, which will be executed throughout the year on television, in print and online.

"Super Bowl" is a registered trademark of the NFL and is used here for factual purposes only. E*TRADE FINANCIAL Corp. and its affiliates are not affiliated with the Super Bowl or the National Football League.

YouTube is a registered trademark of Google Inc.

Facebook is a registered trademark of Facebook, Inc.

Twitter is a trademark of Twitter, Inc.

About E*TRADE FINANCIAL

The E*TRADE FINANCIAL family of companies provides financial services including trading, investing and banking for retail and institutional customers. Securities products and services are offered by E*TRADE Securities LLC (Member FINRA/SIPC). Bank products and services are offered by E*TRADE Bank, a Federal savings bank, Member FDIC, or its subsidiaries.

Important Notice

E*TRADE FINANCIAL, E*TRADE and the E*TRADE logo are trademarks or registered trademarks of E*TRADE FINANCIAL Corporation. The statements contained in this news release that are forward-looking are based on current expectations that are subject to a number of uncertainties and risks, and actual results may differ materially. The uncertainties and risks include, but are not limited to, changes in market activity, anticipated increases in the rate of new customer acquisition, the conversion of new visitors to the site to customers, the activity of customers and assets held at the institution, seasonality, macro trends of the economy in general and the residential real estate market, instability in the consumer credit markets and credit trends, rising mortgage interest rates, tighter mortgage lending guidelines across the industry, increased mortgage loan delinquency and default rates, portfolio growth, portfolio seasoning and resolution through collections, sales or charge-offs, the development and enhancement of products and services, competitive pressures (including price competition), system failures, economic and political conditions, including changes to the U.S. Treasury's Troubled Asset Relief Program, changes in consumer behavior and the introduction of competing products having technological and/or other advantages. Further information about these risks and uncertainties can be found in the information included in the annual reports previously filed by E*TRADE FINANCIAL Corporation with the SEC on Form 10-K (including information under the caption "Risk Factors") and quarterly reports on Form 10-Q. Any forward looking statement included in this release speaks only as of the date of this communication; the Company disclaims any obligation to update any information.

(C) 2009 E*TRADE FINANCIAL Corporation. All rights reserved.

E*TRADE FINANCIAL Media Relations Contact
Pam Erickson
617-296-6080
pam.erickson@etrade.com

E*TRADE FINANCIAL Investor Relations Contact
Brett Goodman
646-521-4406
brett.goodman@etrade.com

Video: http://www.prnewswire.com/mnr/etrade/36767/
Source: E*TRADE FINANCIAL Corporation

CONTACT: Media, Pam Erickson, +1-617-296-6080, pam.erickson@etrade.com,
Investor Relations, Brett Goodman, +1-646-521-4406, brett.goodman@etrade.com,
both of E*TRADE FINANCIAL

Company News On-Call: http://www.prnewswire.com/comp/136683.html

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