E*TRADE (ETFC) launched a new advertising campaign last weekend called “Type E*”. The first “Type E*” commercial was shown during the Final Four on April 5. E*TRADE says that was just our first look at the new campaign. The second phase of “Type E*” commercials will launch later in April featuring actor Kevin Spacey as E*TRADE’s Talent Scout. The Type E* campaign will run predominantly through digital, mobile, and social channels. There will be some TV, print, radio, and outdoor advertising as well.

Their commercials have become very well-known for the E*TRADE baby, but the baby commercials have been retired. A recent March Madness ad showed the E*Trade Baby quitting and E*TRADE’s Facebook page even has a resignation letter from the baby. Liza Landsman, chief marketing officer at E*TRADE, said that the baby did a great job representing what the brand was about in the past. She went on to say, “We Want something that better reflects our present and where we are going.”

E*TRADE recently switched ad agencies, so this move wasn’t totally unexpected. The talking baby has retired and Kevin Spacey has taken over. It’s time to get ready for some “Type E*” advertising from E*TRADE.

Below is E*TRADE’s initial “Type E*” ad.