E*TRADE Unveils Super Bowl® XLVII Advertisement

  E*TRADE Unveils Super Bowl® XLVII Advertisement

            E*TRADE Baby Returns to Spread the Truth on Investing

Business Wire

NEW YORK -- February 1, 2013

E*TRADE today unveiled a new 30-second “Talking Baby” advertisement which will
run during the CBS^® television network broadcast of Super Bowl XLVII. View
the multimedia assets associated with this press release here:

Photo: E*TRADE Baby "Auction"

Photo: E*TRADE Baby "Auction"

In the Super Bowl spot, called “Save It”, the E*TRADE Baby demonstrates just
how much money is at stake in hidden 401(k) account fees by playing out
over-the-top spending sprees that could be paid for with the money spent on
fees. In the end, the Baby offers a better idea, “come to E*TRADE, and Save

To view E*TRADE’s 2013 Super Bowl spot, “Save It,” visit

“Grounded in the idea of investor empowerment, we are excited to bring back
the E*TRADE Baby with a memorable and iconic ad that encourages investors to
take control of their financial futures by avoiding unnecessary expenses,”
said Nick Utton, Chief Marketing Officer of E*TRADE Financial Corporation.

“We hope this commercial, in addition to our full marketing campaign, serves
as a wake-up call for investors to take a serious look at their investments
and associated costs, reminding them that E*TRADE can help them achieve their
investing and retirement goals for less,” Utton added.

The Baby ad is part of a comprehensive new marketing campaign spanning
television, print, online, and social media, which will include:

  *A second new Baby television spot
  *A series of Investing Solutions television commercials, recently launched,
    to highlight the wide range of investing and retirement solutions
    available at E*TRADE
  *Print and online executions aligned to the etrade.com website
  *Online advertising integration with key sites including CNNMoney.com^TM,
    WSJ.com^®, MSN.com^TM, Yahoo!^®, Google^®, YouTube^®, Facebook^® and
  *Fully integrated social media campaign on Facebook, Twitter, YouTube and
    Google+. Promotions include: “Choose Your Favorite E*TRADE Baby
    Commercial” poll and Big Game Commercial Sneak Peek on Facebook and
    exclusive “Director’s Cut” content
  *Starting this weekend, a premiere of “Save It” will run across
    approximately 23,000 movie screens nationwide in both the NCM Media
    Networks’ FirstLook and Screenvision The Limelight pre-show programs

E*TRADE has:

  *Over 64 million total views and over 26,000 subscribers on YouTube
  *More than 108,000 Facebook Baby and Corporate pages fans
  *More than 17,000 Twitter followers

The campaign was created by Grey New York, E*TRADE’s advertising agency of
record since 2007.

Important Disclosures and Trademark Attributions

E*TRADE FINANCIAL, E*TRADE and the E*TRADE logo are registered trademarks of

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

CBS is a registered trademark of CBS Broadcasting Inc.

CNNMoney.com is a trademark of Cable News Network, Inc.

WSJ.com is a registered trademark of Dow Jones & Company, Inc.

MSN.com is a trademark of Microsoft Corporation.

Yahoo! is a registered trademark of Yahoo! Inc.

Google is a registered trademark of Google, Inc.

YouTube is a registered trademark of Google, Inc.

Facebook is a registered trademark of Facebook, Inc.

Twitter is a registered trademark of Twitter, Inc.

You must be 18 years of age to open an E*TRADE Securities account.

About E*TRADE Financial

The E*TRADE Financial family of companies provides financial services
including online brokerage and related banking products and services to retail
investors. Specific business segments include Trading and Investing and
Balance Sheet Management. Securities products and services, including
retirement accounts, 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. More information is available
at www.etrade.com.

© 2013 E*TRADE Financial Corporation. All rights reserved.

This press release has an accompanying Smart Marketing Page providing further
details about the organization, products and services introduced below. You
can access the Smart Marketing Page via the following link:

Photos/Multimedia Gallery Available:



E*TRADE Financial Media Relations Contact
Robert Horton, 646-521-4418
E*TRADE Financial Investor Relations Contact
Brett Goodman, 646-521-4406
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