E-Trade - Wasting $2 Million

January 30, 2000 | :30

Ad Age’s ad critic in 2000 gave only one commercial from Super Bowl XXXIV four stars -- this spot from Omnicom Group's Goodby Silverstein & Partners.

“Finally, finally, finally, a self-conscious Super Bowl commercial about the event and the client simultaneously,” Bob Garfield wrote then. “A chimpanzee lip-synchs to ‘La Cucaracha,’ followed by this text: ‘Well, we just wasted 2 million bucks. What are you doing with your money?’ Impossibly stupid, impossibly brilliant.”

Stuart Elliott’s New York Times recap agreed that it was one of the game’s best ads, although the USA Today Ad Meter -- reflective as always of second-to-second entertainment value -- ranked it 11th. E-Trade would again bring a chimp to the Super Bowl a year later for the classic dot-com bust ad "Ghost Town" and again in 2002 to finally send off the mascot ("Monkey Musical").

Director: Familiar Super Bowl man-behind-the-scenes Bryan Buckley.

Creative Director: Gerry Graf. 

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandE-Trade
  • Year2000
  • AgencyGoodby, Silverstein & Partners
  • Superbowl #XXXIV
  • Quarter aired