Gallery: E-Trade Ends Era of Broker Bashing Super Bowl AdsGallery: E-Trade Ends Era of Broker Bashing Super Bowl Ads

For the first time in six years, Super Bowl views won’t see E-Trade’s investment-savvy baby.  E-trade has been a staple of Super Bowl ads for years, starting in 2000 with its monkey commercials before switching over to the iconic talking baby for Super Bowl XLII in 2008.

Senior vice president of branding and acquisition Rich Muhlstock says the online investment shop is shifting its marketing focus and using media dollars more strategically.

“Over the years, E*TRADE has built phenomenal brand recognition and equity because our brand is approachable, real and up until this year pretty mass market focused,” Muhlstock says. “Now we're sharpening our focus on key prospects and existing customers.”

This year, the company is planning to diversify its ads across digital and new channels. While Muhlstock says sports advertising will continue to be a focus, E-Trade plans to also run ads in lifestyle areas including food, travel, entertainment and news.

According to Ad Age, the shift away from the expensive Super Bowl spot is not surprising.  Following the company’s recent hire of new chief marketing officer, Liza Landsman, E-Trade split from longtime agency Grey New York, which crafted the popular baby campaign.

Here, a history of the discount online brokerage's past Super Bowl spots.