The first of a trio of Super Bowl XLI ads for CareerBuilder.com via Cramer-Krasselt, "Darts" and its sequels move away from office-full-of-monkeys jokes to fill the jungle with office workers. The shift would be temporary, which chimps returning to CareerBuilder Super Bowl ads in 2011's "Parking." But in 2007, it seemed like it would pay off. Even if viewers missed some jokes as they reached for the nachos, Ad Age reviewer Bob Garfield wrote at the time, the point does land: "Find yourself a more hospitable jungle."
CareerBuilder followed up this second-quarter ad with "Promotion Pit" in the third quarter and "Performance Evaluation" in the fourth.
What happened after the game, however, shocked the industry: CareerBuilder put its account in review, supposedly out of pique over not cracking the top 10 on USA Today's annual Ad Meter popularity contest. Cramer-Krasselt declined to participate in the review.
BRAND: CareerBuilder.com
YEAR: 2007
AGENCY: Cramer-Krasselt
SUPERBOWL: XLI
QUARTER AIRED: Q2
