Magazine article Marketing

A Spot of Monkey Business Sells FT.com's Revamped Site

Magazine article Marketing

A Spot of Monkey Business Sells FT.com's Revamped Site

Article excerpt

Retro styling and a comic touch has brought the first dotcom into the Adwatch league.

In the age of the internet, it is no surprise to see a dotcom finally make its debut in the Adwatch league. The latest ad for FT.com, created by Delaney Lund Knox Warren & Partners (formerly Delaney Fletcher Bozell), has entered at number 17, with 44% recall. The ad focuses on the improvements made to the Financial Times web site as it re-launches as a global business portal.

Using black and white film footage and voiceovers, the 'monkey business' ad opens with King Kong breaking through the roof of a greenhouse. He grabs a startled man inside and asks how he manages to have such nice possessions.

What's his secret? "FT.com," the man replies. "It's been completely revamped." He lists some of the new site's functions -- the business search engine and the personal office -- and the gorilla carries him off down the street. "Where are we going?" asks the man. "To get online," says King Kong, groaning as he steps on a pedestrian. The ad carries the new strapline 'ft.competitive edge'.

Tom Knox, managing director at Delaney Lund, says: "The original campaign raised awareness of the web site; now we're focusing on exactly what the site can do for you. …

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