A talking chimp and talking horse are the perfect Super Bowl ad characters. But that doesn't mean they have any respect for those who shell out a fortune for 30 seconds of TV time.
Adobe released this spot from Goodby, Silverstein & Partners online this morning, and it's the perfect riposte to last night's incredible spend-fest. It shows a chimp and a horse on a film set discussing their roles in an upcoming ad for the "big game," though soon it becomes clear that this is purely mercenary work for these guys.
"Can you believe they spend millions of dollars on these things? For what, 30 seconds?" says the chimp. "You know, it's way cheaper to run it online, 'cause then they'll know who sees it and whether it works."
As the E*Trade baby would say, "Boom!"
Advertising people will chuckle that it was Goodby that made this spot—the same agency that had such great success using a chimp in E*Trade's Super Bowl spots more than a decade ago. (Here it's a man in a chimp costume.)
The spot advertises Adobe Marketing Cloud, an Adobe product that offers digital marketers a set of analytics, social, advertising, targeting and web experience management solutions for real-time monitoring of online campaigns.
The spot ends with the Adobe tagline "Metrics, not myths."
Goodby Silverstein & Partners
Rich Silverstein – Co-Chairman, Creative Director
Keith Anderson – Creative Director
Shane Fleming – Art Director
Steve Nathans – Copywriter
Cindy Fluitt – Director of Broadcast Production
Cindy Epps – Producer
Robert Riccardi – Managing Partner
Angie Ziebell – Account Director
Joel Giullian – Account Director
VJ Varoon Jain – Account Manager
John Thorpe – Group Brand Strategy Director
Molly Cabe – Senior Brand Strategist
Dong Kim – Group Communication Strategy Director
Sarah Alwen – Sr. Communication Strategist
Tool of North America
Director – Tom Routson
Brickyard VFX, Santa Monica
VFX Supervisor/Colorist: Mandy Sorenson
VFX Artist: Patrick Poulatian
VFX Artist: Chris Sonia
VFX Artist: Todd Mesher
VFX Artist: Andy Edwards
Head of CG: David Blumenfeld
CG Artist: Bryant Reif
CG Artist: Matt Rosenfeld
Producer: Linda Jackson
Executive Producer: Jeff Blodgett