Mullen, Monster Take the Road Less Traveled

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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...

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