Tuesday, August 06, 2002

This ad is memorable for its cruelty and lack of compassion for an exploited chimpanzee child.

E*TRADE’S CHIMPANZEE AD RANKED MEMORABLE

August 4, 2002
Brand Most Recognized
Fidelity Comes Out On Top In TV Ads
Craig Allen

Fidelity Investments' ad of a woman sharing a taxi with a financial advisor asking him about rolling over her 401(k) is the most recognized financial services advertisement on network television, according to a study put together by ad monitoring agency, Intermedia Advertising Group, exclusively for Fund Marketing Alert. IAG monitored all financial services ads on national network television from mid-September 2001 through May of this year, and found that Fidelity's ad was recalled nearly three times as much than any other financial services ad...

E*Trade's, Chimp in green tux, also proved to be very successful. The ad, which features a gaudily clad chimp in top hat and tails dancing with showgirls, came in seventh on IAG's list. The firm spent the 16th largest amount out of all financial service companies....