Who greenlit the monkey?

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Check out the Dodge Tent Event spot that’s been running on TV as of late:

Required driving shots, expected beauty shots…yeah, yeah, yeah. And then…a monkey. Of course! Why wouldn’t there be a monkey?
Perhaps I’ve missed some trend toward monkeys in advertising, or maybe there’s a huge subtext I can’t fathom. Granted, it’s slightly entertaining, even funny, to use a monkey in general.
What I am having trouble with is how that additional bit in the commercial will lead to incremental sales. Does it really engage people and get them out to the event? Perhaps if the spot committed to a visit with the monkey at the event, it would make more sense. Seems like this might be a case of creatives being shocking for the sake of awards rather than building sales for their client.

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Photo of Current360 Associate Creative Director Robert Womack

Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.