E*Trade Financial is putting the talking baby to bed.
The personal equity trading site is replacing the infant in its ads with actor Kevin Spacey, to appeal to investors who want help in retirement planning.
The Internet brokerage switched ad agencies from Grey to Ogilvy & Mather.
Spacey, who plays the conniving politician in the “House of Cards” series, will portray a talent scout who spots “Type E” investors, said Liza Landsman, E*Trade’s chief marketing officer.
“The baby was really reflective of the past,” Landsman said. “Consumers have recognized investing is complex and hard work.”
Since Paul Idzik took over as CEO last year, E*Trade stock has jumped 148 percent, beating TD Ameritrade and Charles Schwab.
Ads featuring the baby started airing in 2008 during the Super Bowl, Landsman said.