Monster’s New Ad Is a Gut Punch for Anyone Who’s Spent Countless Hours on a Resume

Brand reunites with MullenLowe

A person works on a laptop at a kitchen table.
The perfect resume … will be glanced at. Monster
Headshot of Mitch Reames

Almost everyone has had to deal with the often-deflating process of applying for a job. You write cover letters that aren’t read, you change resumes that aren’t noticed and you are considered lucky even to receive a canned “No” in response. Job site Monster confronts that painful process in their new ads.

“This Isn’t Working Anymore,” created by MullenLowe Group, doesn’t focus on the jubilation of finding a job, compared to other ads in the space. Instead, the agency flipped the script in two commercials that focus on the period of rejection and harsh realities of the job search.

The first shows a single mother spending a great deal of time fine-tuning her resume only to have the employer barely give it a glance—about 30-seconds, as we find out in a key stat.

The second ad moves away from the numbers to focus on the emotions of the job search, specifically, constant rejection. The father in this spot can’t help but voice his annoyance at the process to his son, who no one would blame for having nightmares of cubicles and dusty fax machines.

This ad serves as a 20-year reunion for Monster and MullenLowe, which was responsible for the ads that first vaulted the newly created into the national conversation with the “When I Grow Up” Super Bowl ad in 1999, recognized as one of the best Super Bowl ads of all time.

“We’re excited to have reconnected with MullenLowe Group, as they bring the breakthrough creative and digital transformation that allows us to connect with our audience in honest, authentic and powerful ways,” said Monster CMO Jonathan Beamer. “Monster is at an important inflection point in our history, challenging the industry that we created 25 years ago to improve. It’s fitting that we’re again working with the agency that created the iconic [ad].”

The duo has, once again, latched on to some pretty bleak scenarios to make a point about searching for work online.

“In a world where the average time spent reviewing a resume is just 31 seconds, this new global campaign taps into the frustration of the individual,” said Tim Vaccarino and Dave Weist, executive creative directors at MullenLowe U.S.

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Mitch Reames is a freelance writer based in southern Oregon. A 2017 graduate of the University of Oregon school of journalism and communications, Reames covers a wide range of industry topics including creativity, agencies, brands, esports and more.