The campaign focuses on liberating self-directed investors from big brokers and banks. It is part of a movement of over 1000 people a day joining E*TRADE and each piece of communication (TV, print, online) offers insight into their world.

The campaign was seeded on financial based blogs and chat rooms where questions were posed about trading and banking. A persistent blogger "PukingBabyXLII" asked questions on all these sites. The answers were always (of course) E*TRADE. It was revealed that "PukingBabyXLII" was the E*TRADE baby as two "Baby" spots broke during Superbowl XLII. "Baby" took on a viral life, 8.1 million (and growing) hits on YouTube, MySpace, aol.com and Google Video. Soon after, the Super Bowl "Baby" entered mainstream culture as the subject of a David Letterman and Today Show monologue.