- Celebration

February 05, 2006 | :30

The chimpanzees returned for their second Super Bowl appearance in 2006 after helping to boost the company's revenue by 75% in 2005.

In an unusual move for the time, moreover, took to the web to build buzz for its Super Bowl commercial ahead of the big game. The job-search site introduced a micro-site, Monk-e-mail, nearly two weeks before the game, allowing visitors to dress chimpanzees, choose a pre-recorded message or record one of their own via telephone, and send a monk-e-mail to a friend. The emails caught on and were still circulating even a year later, with traffic to rising 34% in 2006.

In another spot in Super Bowl XL ("I Understand"), the man in an office full of monkeys commiserates with a woman with workplace problems of her own. The ads placed 12th and 13th on USA Today's annual Ad Meter that year.

To the relief of those who criticized using chimps in TV commercials but perhaps fatefully for their own relationship, and Cramer-Krasselt chose another creative route when they came back to the Super Bowl in 2007 ("Darts," "Promotion Pit" and "Perfomance Evaluation").

Director: Bryan Buckley. Production company: Hungry Man. Chief creative officer: Marshall Ross. Copywriter: Bill Dow. Art directors: Justin Bucktrout. Editorial: Mad River Post.

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  • Year2006
  • AgencyCramer-Krasselt
  • Superbowl #XL
  • Quarter aired