NEW YORK Online job service Monster.com has launched a new global advertising campaign via BBDO in New York that asks, "Are you in the right job?"
The effort includes humorous depictions of employees suddenly realizing they are in the wrong professions.
The campaign, which promotes Monster's redesigned site, launched on NBC during the Golden Globe Awards last Sunday with a 30-second spot in which a terrified construction worker clings to what is revealed to be a steel beam only a few feet off the ground.
Other spots show an EMT worker fainting at the scene of an accident and an '80s-style keyboardist disrupting the recording of a dramatic film score.
A Super Bowl ad is also in development.
"Monster is in the betterment business," said John Osborn, president and CEO of BBDO, New York, in a statement. "And everything that we do, from our products, to our people, to our advertising, is intended to help people get to a better place in their careers...and in life."
The effort will run in the U.S., Canada and Europe, and includes online, events and CRM components from sister shops Atmosphere BBDO and Proximity.
The client spent nearly $100 million on ads during the first 10 months of 2008, per Nielsen Monitor-Plus. That's way down from '07, when the company spent almost $200 million in measured media for the year.