Deutsch Debuts Monster Spots on Super Bowl

NEW YORK Online job recruiting site Monday unveiled details of two new spots in its “Today’s the day” campaign that will air this Sunday on the Super Bowl. The two ads will then join the first spot in the campaign, “Today,” which broke in late December, in regular rotation on network and cable.

The 30-second spots are the first for Monster from Deutsch, New York. The new commercials, “Soulmates” and “I Feel Love,” are slated to debut during the game’s first and third quarters, respectively. “Today” will air during the pre-game show.

“Soulmates” follows an executive and a job seeker who appear to live in different worlds but ultimately are surprisingly alike, including a mutual affinity for argyle socks, crossword puzzles and frosted, sprinkle-covered doughnuts. The spot ends with the two men shaking hands at the start of a job interview. “I Dig You,” from Robert Smith of The Cure, plays in the background.

In “I Feel Love,” The Blue Man Group’s remix of Donna Summer’s disco anthem plays as people from various walks of life go about their morning routines in ready-to-take-on-the-world fashion. Onscreen text explains, “Get ready for a job you love.” The “Today” spot follows a similar plot.

“Our new campaign reinvigorates the job search process and encourages job seekers everywhere to take action,” Jeff Taylor, founder of Maynard, Mass.-based Monster, said in a statement. “Capturing millions of Super Bowl viewers has proven beneficial in the past, and we are optimistic that as a six-time advertiser this year will be just as effective.”

Campaign spending was not disclosed. Monster spent $30 million on advertising in 2003, per TNS Media Intelligence/CMR.