- I Understand

February 05, 2006 | :30

After a successful Super Bowl introduction of a man in an office full of monkeys in 2005 (although of course they were actually chimpanzees), and Kramer-Crasselt made a triumphant return in 2006 with two more ads using the same theme. 

In this case, a woman at another company has her own problems. Another spot for Super Bowl XL ("Celebration") finds the office chimps refusing to accept reality. The ads took 12th and 13th place on USA Today's annual Ad Meter that year.

Director: Bryan Buckley, whose Super Bowl portfolio also includes It's a 10 Haircare's Trump-themed "Four More Years" (2017), TurboTax's "Love Hurts" (2014), Best Buy's "Ozzy vs. Bieber" (2011), Bud Light's "Conan O'Brien" (2009),'s "Monkeys," (2005) and FedEx's classic "Desert Island" (2003).  Production company: Hungry Man.

Chief creative officer: Marshall Ross. Copywriter: Bill Dow. Art directors: Justin Bucktrout. Editorial: Mad River Post.

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