National Football League

Super Bowl missing some ad icons

Published Dec. 13, 2013 12:00 a.m. ET

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We always knew the E-Trade baby would someday grow up and move out ... of his customary commercial spot during the Super Bowl.

We just never knew it would be so soon.

But E-Trade announced this week that it would be one of several Super Bowl staples not appearing during this year's game. After seven straight years, the baby is going bye-bye, as are Jared and Subway, and the GoDaddy.com girls, though GoDaddy still will air a spot with Danica Patrick.

"The women you'll see in our Super Bowl commercials this year will be super-smart, successful small-business owners," Barb Rechterman, chief marketing officer at GoDaddy, told USA Today.

E-Trade isn't revealing if the baby will be back — "Stay tuned," said Rich Muhlstock, senior vice president of branding and acquisition at E-Trade, in an email to USA Today. Subway says it's focusing on the Winter Olympics.

But men 18 to 34 may be glad to know Axe body spray will be back.

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