Friday, February 11, 2011

#6: CareerBuilder Monkeys Around

Capturing the #6 spot in the USA Today Super Bowl poll is CareerBuilder's mischievous chimp spot.

If you were a fan of the CareerBuilder monkeys during the 2005 and 2006 Super Bowls, you are in for a treat as the monkeys come back to reek havoc on the poor "human" office worker. This time, they pin him into his car by parking uncomfortably close, proving that he works with a bunch of monkeys.

Interestingly, CareerBuilder did not seek the assistance of Cramer-Krasselt, who was the agency that created the original monkey ads. Rather, they created these ads inhouse, using the same look, feel, and  actor that C-K used when the initial spot debuted. That ploy earned a 'raised eyebrow' from this planner.

In conjunction with this campaign, CareerBuilder is also resurrecting Monk-e-mail, which previously racked up 160 million viral messages, earning the status of being one of the most buzzed campaigns of all time.

I'm sure Cramer-Krasselt has some satisfaction in knowing that the monkeys were a good idea all along. After being forced to switch gears and air a different ad - Wild Jungle - during the 2007 Super Bowl, CareerBuilder and Cramer-Krasselt parted ways when the ad fell short of the USA Today Top 10 Super Bowl list.

While I was amused with this spot, immediately drawing the parallel back to earlier advertising, I discovered something interesting in the advertising class I teach at Marquette University. Only 2 of the 50 students recalled the original spots. So, not suprisingly, this ad left them a little mystified as to what was going on. 

College students are an important emerging target for CareerBuilder. My concern is that if they are not linking the ad to the original concept of "feeling like you're working with a bunch of monkeys," then the ad doesn't deliver its message.

Instead, it's just a bunch of cute, mischievous monkeys clowning around in a parking lot.

Sue's Grade: B-

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