Goodbye Chimps

Adland: will be ending their Chimp campaign, which has run for two years, with a new campaign set to break during the Super Bowl. Staring next week, 30-second commercials will begin airing that say goodbye to the chimps, as well as inform viewers of the upcoming campaign.

The new campaign's five spots, centered around the theme "it's a jungle out there," offers a humorous, novel take on other workday frustrations, like competing with co-workers for promotions and enduring performance reviews and employee training. The first two 30-second commercials will air during the Super Bowl, one during the second quarter and the other during the third.

To generate pre-game buzz, the company is putting a 7-second snippet of one commercial, titled "Promotion Pit," on its Web site the week before the game. The company declined to provide any advance details.

The 30-second spots, two that will run on television and a third on YouTube, all show office chimps behaving badly. Text tells viewers the company has had enough of working with the animals and viewers should tune in to the "big game" to see the ads evolve. The first transition commercial will air during Sunday's New England Patriots-Indianapolis Colts game on CBS.

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

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