Mullen, Monster Take the Road Less Traveled

To follow up last year’s highly regarded Super Bowl spot for Monster.com, a creative team at Mullen chose to work from a different playbook.
Monster.com CEO Jeff Taylor said his company will be spending $75 million on marketing this year, more than double what it spent in ’99.
Most of that will go toward television, which will include the Super Bowl spot and three spots breaking later this year.
For the client’s Super Bowl spot, copywriter Brian Hayes and art director Paul Laffy concocted a 30-second, black-and-white ad that features people on a city street reciting Robert Frost’s poem “The Road Not Taken.” The concluding lines, “I took the road less traveled. And that has made all the difference,” are spoken by a schoolteacher and her students, who levitate as snow starts to fall.
The tagline is, “Work. Life. Possibilities,” replacing last year’s, “There’s a better job out there.” Print, outdoor and additional TV ads will follow in February and March.
The “flying” twist at the end of the spot conveys a magical, hopeful feeling and encourages people to “rediscover what they dream about doing,” Laffy said.
British director Andrew Douglas shot the spot on Wall Street on a cold December day. The spot
previewed during Who Wants to Be a Millionaire and was slated to run twice during the Super Bowl.