I have enjoyed the seeing the E-trade baby commercials ever since the first time I saw one on television.  The talking baby adds a well-thought about character to promote an investment company and that is a change compared to other investment company promotions.  I think the creators have the intention that if a baby can use E-trade, then adults can use the company as well.  The different themes in using the baby makes viewers, like myself, wanting to see the next commercial the company will produce.  One way I believe it is effective is because, it is creative and has a good sense of humor.