Sunday, February 27, 2005
CAREERBUILDER.COM - YEKNOM
Company: CareerBuilder.Com http://www.careerbuilder.com/
Ad: "Monkey"
Market: USA
Product: Internet Job Recruitment
Agency: Cramer-Krasselt
Year: 2005
Link: http://www.yeknominc.com/news/news_video.php?video=cb_monkey
Verdict: 7 out of 10
=======================================
I stumbled upon this ad as I was surfing the net for ads from the Superbowl 2005. As most of us know, this is the annual event for US advertisers to strutt their stuff in front of millions of viewers. Although not as glamorous (or expensive) as a few years ago during the dot com boom days, this event remains the annual highlight of US advertising.
The advertiser claims to be the leading US recruitment resource with presence in more than 130 newspapers and over 26 million unique visitors to its websites monthly.
At first look this ad seems wacky. However, one has to admit that it hits a chord with professionals in large organizations who may feel like the hapless employee in the spot. In the ad, he feels helpless, surrounded by monkees. In his despair, he is advised to visit the largest job website because "A better job awaits".
Perhaps simple, perhaps basic, not a lot of artistic talent one could argue (other than the wonderful monkey casting!). But the message is so clear and executed with the right pinch of humor that the viewer cannot help but empathise with the employee. And in this case, creative excellence lies in the simplicity of the message and the execution, rather than in fancy production values and expensive budgets.
Researching this ad, I discovered that the monkey-staffed company has taken a life of its own. It has its own website, http://www.yeknominc.com (clever readers will realize this is Monkey Inc. in reverse), line of products even investor relations. It's worth a visit! By clicking around I found three other ads / situations that complement the campaign:
http://www.yeknominc.com/news/news_video.php?video=cb_titanic
http://www.yeknominc.com/news/news_video.php?video=cb_whoopie
http://www.yeknominc.com/news/news_video.php?video=cb_apology
And this is what makes the overall idea brilliant. The company and the agency have stretched it into a spoof website and a series of executions that guarantee prolonged campaignability.
Credit to all those involved!
Evaluation:
In following our standard evaluation methodology: (follow the link, in case you are not aware)http://adjudge.blogspot.com/2005_02_01_adjudge_archive.html
The ad is easily understandable, is relevant to the desired target audience, and although exaggerated and incredible, delivers a persuasive message. However, branding is rather weak and appears late in the ad for my taste. The execution is distinctive, memorable and engaging. The end effect is that when one is in search of new career horizons this website will continue to amass millions of hits!
Detailed Score: 7 out of 10
1. Understandable: H
2. Relevant: M
3. Credible: L
4. Persuasive: M
5. Well-branded: L
6. Ownable: H
7. Distinctive: H
8. Memorable: H
9. Engaging: H
10. Makes Me Buy: H
Keep up the good work!!
Can't wait for new executions and I will occasionally visit the spoof site to see what our ancestors (or contemporaries?) are up to....
G. Evans
Feb 2005
Ad: "Monkey"
Market: USA
Product: Internet Job Recruitment
Agency: Cramer-Krasselt
Year: 2005
Link: http://www.yeknominc.com/news/news_video.php?video=cb_monkey
Verdict: 7 out of 10
=======================================
I stumbled upon this ad as I was surfing the net for ads from the Superbowl 2005. As most of us know, this is the annual event for US advertisers to strutt their stuff in front of millions of viewers. Although not as glamorous (or expensive) as a few years ago during the dot com boom days, this event remains the annual highlight of US advertising.
The advertiser claims to be the leading US recruitment resource with presence in more than 130 newspapers and over 26 million unique visitors to its websites monthly.
At first look this ad seems wacky. However, one has to admit that it hits a chord with professionals in large organizations who may feel like the hapless employee in the spot. In the ad, he feels helpless, surrounded by monkees. In his despair, he is advised to visit the largest job website because "A better job awaits".
Perhaps simple, perhaps basic, not a lot of artistic talent one could argue (other than the wonderful monkey casting!). But the message is so clear and executed with the right pinch of humor that the viewer cannot help but empathise with the employee. And in this case, creative excellence lies in the simplicity of the message and the execution, rather than in fancy production values and expensive budgets.
Researching this ad, I discovered that the monkey-staffed company has taken a life of its own. It has its own website, http://www.yeknominc.com (clever readers will realize this is Monkey Inc. in reverse), line of products even investor relations. It's worth a visit! By clicking around I found three other ads / situations that complement the campaign:
http://www.yeknominc.com/news/news_video.php?video=cb_titanic
http://www.yeknominc.com/news/news_video.php?video=cb_whoopie
http://www.yeknominc.com/news/news_video.php?video=cb_apology
And this is what makes the overall idea brilliant. The company and the agency have stretched it into a spoof website and a series of executions that guarantee prolonged campaignability.
Credit to all those involved!
Evaluation:
In following our standard evaluation methodology: (follow the link, in case you are not aware)http://adjudge.blogspot.com/2005_02_01_adjudge_archive.html
The ad is easily understandable, is relevant to the desired target audience, and although exaggerated and incredible, delivers a persuasive message. However, branding is rather weak and appears late in the ad for my taste. The execution is distinctive, memorable and engaging. The end effect is that when one is in search of new career horizons this website will continue to amass millions of hits!
Detailed Score: 7 out of 10
1. Understandable: H
2. Relevant: M
3. Credible: L
4. Persuasive: M
5. Well-branded: L
6. Ownable: H
7. Distinctive: H
8. Memorable: H
9. Engaging: H
10. Makes Me Buy: H
Keep up the good work!!
Can't wait for new executions and I will occasionally visit the spoof site to see what our ancestors (or contemporaries?) are up to....
G. Evans
Feb 2005
