I know, I know. It was on the Superbowl.

I'm not nuts about little kids to begin with -- except those related to me, of course. And as a general rule, I hate commercials with talking babies. I'm talking hurt-myself-lunging-for-the-remote-to change-the-channel hate.

But I love this spot for e-trade, and they've been playing it again lately.

The voiceover casting is perfect and the copy is terrific. I wonder if they shot the baby and then did a script to go with his movements.Whatever they did, I'm glad they did it.

This goes in the "wish I'd done that" file.