Creativity

Monster: When I Grow Up

Simple, superb

Published on Apr 24, 2006

Editor's Pick

From the Creativity archives:
As the Super Bowl continues to leak importance as a blockbuster advertising venue, this ad, the best of the lot from the dot-com days of 1999, may well go down in the books as the last great Super Bowl commercial. Its simple message - no one starts out wanting to be an office slave - and clean telling tapped into the zeitgeist of the internet boom, when workaholism reigned and everything seemed possible. "It ended up being more emotional than I anticipated it to be," says director Bryan Buckley. "I think it holds up pretty well. "I'm still very proud of it. Five or six years later, when you're still hearing ˜Hey, you did the Monster.com spot, you hope that you can do something else like that, something that has that kind of impact on people. It's when everything clicks, when a certain kind of art form hits commerce head on and it all works really well together."

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Credits

Date
Apr 24, 2006
Agency:
Mullen Boston
Editorial Company:
Bug Editorial
Music Company:
Elias Arts
Production Company:
Hungry Man
Creative Director:
Edward Boches
Copywriter:
Dylan Lee
Art Director:
Monica Taylor
Client:
Monster
Agency Producer:
Sarah Monaco
Director:
Bryan Buckley
Director, Photography:
Scott Henriksen
Editor:
Andre Betz

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