by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
VIEWPOINT VI EWRP OINT UP F FROONNTT Gee, this is harder than I thought. I mean, just one a d? S erious ly, there are too many to choose from. But i f there was one that I wish I had done, I would have to pick the best waste of money th at I h ave ever seen - the E*Trade ‘Monkey ’ Super Bowl ad. In case you don’t know it, it goe s ROB MARTIN-MURPHY THE FURNACE, SYDNEY E-Trade Goodby Silverstein, San Francisco 1999 54 CAM PA I GN B RIE F something like this... Monkey dre ssed in E*Trade t- shirt runs into garage of suburban house. He switches on a portable ste reo and, along with two other monkeys (who look like they give Evolution a bad name) claps a nd mo ves to a Latin music track. It doesn’t take long to rea lise the monkey has a better sense of t im- ing. And reality. Music stops. Monkey smiles. The t itle then appears: Well, we just wasted 2 million bucks. What are you doing with your money? Monkey and friends smile some more. Cut to E*Trade logo. Genius. At a time when the production budgets for Super Bowl ads were as bloated as the cost of running the ad itself, Monkey was a welcome relief. The f act that E*Trade dared to waste their money to convince con- sumers that they shouldn't waste theirs was sublime. Money well spent if you ask me. The bastards. SE PT E MBE R/OCTOB E R 2 007 GREENWITHENVY
November December 2007
July August 2007