Supermarket + guy in a gorilla suit + Banana Nut Cheerios = blah. This Publicis Modem spot aims to be goofy and outrageous, but it's mostly just dull. The background muzak doesn't help. It sounds like the stuff they played in grocery stores when I was a kid about 1,000 years ago. Today, we're tortured by classic rock and '60s pop. Surely the Monkees theme can't be that costly to use in ads. Look, the ape-costume bar has been set quite high since Cadbury's drumming gorilla. This simian has better manners than most grocery shoppers. How about a rampage in the aisles, with mini-Kong carrying a checkout gal to the pinnacle of a package display, clerks rushing to her aid with pricing guns? Letting the ape go bananas would've heightened his appeal.
—Posted by David Gianatasio