• Owning “Career”

    MONSTER.COM – 1999
    “When I Grow Up”


    After a call directly from 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.
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    May 2, 2014 • Digital Storytelling • Views: 3658


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