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Super Bowl XXXV Sideline Wrap Up |
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Part 3: Monkey Shines
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"Were you disappointed with this year's Super Bowl ads?"
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So much hype surrounded the lack of Dot.Coms in this year's Advertising Bowl. Hotjobs.com aired one :30 spot in the third quarter. Monster.com bought two :30 spots in the game and two pre-game :30s. But E*TRADE scored the game-winning touchdown with the return of the dancing monkey.
This time the chimp rides a horse through a Dot.Com ghost town. He passes many abandoned buildings like Tieclasp.com and Pimentoloaf.com. He also rides past a red sports car saddled with a wheel lock, bearing the personalized plate, "DOTCOMER."
Finally, a dead, dirtied Pets.com sock puppet is blown out of a building. The puppet lands at the his feet. You see a tight shot of the chimp's face and tears roll down his face.
The tagline: "Invest Wisely." A very clever spot to reinstate E*TRADE's online presence throughout the deluge of Internet companies coming and going.
Previously, 17 Dot.Com advertisers cluttered the Super Bowl airwaves. This year, both offline and online companies didn't have to battle as much for viewer's attention...and retention.
Most commercials of Super Bowl XXXV were harmless. Funny. Somewhat vague. Confusing. Some were downright old, a pet peeve for viewers who like to watch fresh commercials during the Super Bowl.
Next page > A Victory for Advertisers? > Page 1, 2, 3
