Two lines viewers did not hear kids utter on the 30-second spot for Monster.com that aired yesterday on the Super Bowl: "I want to be a door mat" and "I want my boss to blow sunshine up my dress."
Created by Mullen, Wenham, Mass., the black-and-white ad for the online job service features a cast of kids saying some unexpected things about what they want to be when they grow up. At least two lines were cut from consideration for fear of offending someone.
"I want to have a brown nose," says one. "I want to be a 'yes' man," says another. The super asks: "What did you want to be?"
The ad, which uses an anthem-like soundtrack sung by the New York Boys Choir, concludes with Monster.com's new logo (designed by Encompass Communications, Boston) and the tagline, "There's a better job out there."
Unlike most of the Super Bowl ads, which aimed for the funny bone, Monster.com's commercial goes straight for the heart. "I have no interest in slap-your-thigh humor," said Monster.com chief executive officer Jeff Taylor. "We want to raise the bar on how important job seeking on the Internet is. . . . There's a deeper message here delivered with a twist of irony."
Added Mullen executive creative director Edward Boches: "You don't know whether to laugh or cry. I've watched people watch the spot and seen that they're not sure what to think. [The message] sneaks up on you. . . . It makes you think." Copywriter Dylan Lee and art director Monica Taylor crafted the spot.
A six-week flight of 60-second radio ads--now being created from the audio component of the TV spot--is scheduled to break in the second quarter, according to Taylor. Airport signage is under consideration and the commercial is likely to return to the air in April or May, he said.
Monster.com is the result of a merger of The Monster Board and Online Career Center by TMP Worldwide, the New York-based recruitment giant that owns both entities.