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.


  • Rob
    August 12, 2010, 7:14 am  Reply

    Not to be a stickler, but that spot is totally incorrect. The Chimpanzee is one of the Great Apes, not a monkey (good rule of thumb: if it has a tail, it’s a monkey; if not, it’s an ape).

    As a Primate American, I am offended, outraged and motivated to buy anything other than a Dodge. Maybe something Japanese…at least they know the difference between monkeys and apes.

  • August 12, 2010, 7:35 am  Reply

    That’s an ape, not a monkey. ;-P

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