In 1978 when Lotus was putting "ground effect" to good use, other teams also tried to join the party. The best example was the Brabham BT46B "Fan Car". Gordon Murray's design was, as he claimed, to help cool the car. However with the inclusion of sliding skirts, the car was literally 'sucked' to the ground. You can hear Murray comparing the BT46B with the Lotus 79 here.
So good was this concept that the car won on its debut, driven by Niki Lauda at the Swedish GP. Though Brabham team boss Bernie Ecclestone realised that if the car kept winning, then the other teams would complain. So just as that was beginning to happen, the car was withdrawn and for the remainder of the season Brabham fielded the BT46 and BT46C.
You wouldn't be able to get with innovation like that now!