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It’s Super Bowl Ad Monday! Check out our look at eTrade’s terrifying baby.

But it was never a sure thing that the eTrade baby would mature into such a phenomenon. In fact, when the idea was first born, the agency behind the spot, Grey New York, wasn’t sure whether it had struck gold, or produced an ad no more appealing than one of its animated baby’s dirty diapers.

"When we first created the baby, we had no idea if it was the dumbest thing we’d ever done or if it was genius," says Tor Myhren, chief creative officer at Grey. "I was terrified."

But when the spot debuted during the Patriots-Giants championship, Myhren says it was “impossible not to know” that it was a big hit. Soon, it was one of the most talked-about ads at the water cooler, and had racked up millions of hits on YouTube.

Simply horrifying.