Winners of the Ad Age Best Awards

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Title: Monkey II
Client: E-Trade
Brand: E-Trade
Agency: Omnicom Group's Goodby, Silverstein & Partners, San Francisco
Creative Directors: Rich Silverstein, David Gray
Art Director: Juan Carlos Pagan
Copywriter: Stephen Pearson, David Gray
Production Co.: Hungry Man, New York
Director: Bryan Buckley
Editorial Co.: MacKenzie Cutler, New York
Editor: Ian MacKenzie
Consumers in the current economy may not want to monkey around with their money these days, but at the dawn of 2001, Omnicom Group's Goodby, Silverstein & Partners, San Francisco, continued its winning Super Bowl ways with its E-Trade "Monkey" spots. In a spoof of the 1971 Advertising Council "Keep America Beautiful" campaign, a chimp rides on horseback into a deserted dot-com town where a dog sock puppet, similar to the one of fame, lies on the ground. The simian, like the American Indian of old, sheds a tear. The perfect goodbye to an era, never mentioning, of course, that the sponsor itself is a dot-com, posted yet another clear Super Bowl victory for Goodby.
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