CareerBuilder Rolls Out the Monkeys

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By: E&P Staff

The CareerBuilder monkeys will be causing work-related havoc during the 2006 Super Bowl ad lineup. The online job site owned by Gannett, Tribune, and Knight Ridder plans to air two new 30-second commercials during the second and third quarters of the Super Bowl on Feb. 5.

The spots, created by ad agency Cramer-Krasselt, feature chimpanzees parading as corporate executives and managers among one human employee — not unlike the commercials that ran during last year’s Super Bowl. The “chimp blitz” as CareerBuilder refers to it, surpasses lat year’s campaign valued at over $200 million, according to a statement.

“With the aid of the Super Bowl, last year’s marketing campaign produced a 50% increase in brand awareness among our target audiences,” Richard Castellini, vice president of consumer marketing at CareerBuilder, said in a release. He added that after last year’s Super Bowl commercials, CareerBuilder achieved “records in overall traffic” the week following the game.

While the costs vary based on the amount of time purchased, a 30-second spot for this year’s Super Bowl can run roughly $2.4 million.

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