once good idea had degenerated into a nonsensical ritual. Even sober television viewers seldom remember more than one or two of the ads they watch—a fact confirmed by Harris Interactive, a Rochester-based polling firm, which surveyed the Super Bowl viewers.7 More than half of the respondents said they recalled seeing E*Trade’s offbeat ad, which featured a dancing chimpanzee and the line “We just wasted two million bucks,” and four out of ten remembered the Pets.com sock puppet. But just three in a hundred recalled Computer.com’s ad, and even fewer remembered kForce.com.
