MONSTER.COM – 1999

“When I Grow Up”

Strategy:

After a call directly from Monster.com founder Jeff Taylor, Edward Boches, chief creative officer at Mullen Boston had only 6 weeks to create a Super Bowl ad. The strategy was to not talk about job listings, but create an emotional connection with people who actually work. Mr. Boches wanted “to own `career’ the way Nike owns `the athlete in all of us’” (Garfield, 2000). The spot debuted on Super Bowl Sunday and won the Advertising Age’s Best of Show in 1999.

Plot:

Kids talk about their future dreams of dead-end careers in a quick-cut black-and-white sequence that makes us all stop and think about our own career dreams.

Positioning Statement:

Helping You To Follow Your Dreams.

References

Garfield, B. (2000, May 29). Monster.com: Best of Show. Retrieved March 24, 2014, from Ad Age: http://adage.com/article/news/monster-show/58137/