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1. E*Trade “Monkey” (2000): Two dim-witted guys and a monkey clap to some cha-cha music in a garage, followed by the punch line: “Well we just wasted 2 million bucks. What are you doing with your money?” What worked: Easily the cheapest ad of the year to produce, it was an instant... show more 1. E*Trade “Monkey” (2000): Two dim-witted guys and a monkey clap to some cha-cha music in a garage, followed by the punch line: “Well we just wasted 2 million bucks. What are you doing with your money?”


What worked: Easily the cheapest ad of the year to produce, it was an instant classic —remaining self-deprecating about dot-com excess while lampooning the well-publicized cost of Super Bowl ad time.


The results: The marketing Gods have a way of punishing tech companies that blow too much money on flashy ads. (See: Pets.com. Or don’t. They haven’t been around since 2000.) E*Trade lost hundreds of millions of dollars in 2001 and 2002, and the company's shares — once trading at more than $60 — dropped below $3 in 2002. The company has since bounced back to profitability.
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