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Midway through his anecdotal talk today on the value of big ideas, Gerry Graf reflected on the creation of a monkey ad for E-Trade—the one that Goodby, Silverstein & Partners broke on the 2000 Super Bowl.
The ad depicted a chimpanzee in an E-Trade T-shirt dancing to “La Cucaracha” before cutting to screen copy that said, “Well, we just wasted $2 million. What are you doing with your money?”
The ad was memorable, but it didn’t take long to hatch the creative concept, according to Graf, founder of Barton F.
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