E-Trade Financial is all grown up.
The Internet brokerage will debut a new ad campaign this weekend starring “House of Cards” actor Kevin Spacey after ending its long-running talking baby campaign.
Spacey, who plays a scheming politician on the original Netflix series, will portray a talent scout on the lookout for savvy investors. The new campaign will break around the Final Four games, with Spacey’s spot airing later in mid-April.
E-Trade’s irreverent infant — who announced its “retirement” last week — first appeared in a 2008 Super Bowl ad.
The spot was supposed to be a one-off, but the talking baby proved so popular that it became the company’s mascot.
Along the way, it entered pop culture. Lindsay Lohan sued E-Trade over a 2010 Super Bowl spot in which the baby referenced that “milkaholic Lindsay.” Lohan later withdrew the suit.