Monster.com Launches New Super Bowl Ad 'The Road Not Taken'
New Ad Moves Beyond Dot Comedy
Takes More Serious Approach
Sneak Preview to Air on 'Who Wants to be a Millionaire?' Saturday Night
MAYNARD, Mass. --Jan. 27, 2000-- Monster.com, the leading global online careers site and flagship brand of the Interactive Division of TMP Worldwide (NASDAQ:"TMPW"; ASX:"TMP"), chose to reinvent Super Bowl advertising once again by challenging Americans to find career fulfillment in its new advertising campaign scheduled to debut during Super Bowl XXXIV on Sunday, January 30, 2000, with a sneak preview to air Saturday, January 29, 2000 during "Who Wants to be a Millionaire?".
Following the huge success of its "When I Grow Up" campaign, which debuted during last year's Super Bowl and resulted in a dramatic site traffic increase- from 4.7 million unique visits per month prior to last year's Super Bowl to its current 9 million plus unique visits per month-Monster.com (www.monster.com) again affirms its commitment to today's job seeker. Monster.com delivers its continued message of self-determination and promise to the largest audience of television viewers available with five :30-second advertisements that will air during ABC's Super Bowl pre-game broadcast and during the first and fourth quarters of the game.
Jeff Taylor, CEO of Monster.com explains, "The success of last year's ad was unparalleled for us, and this year we explored fresh new ways to stay true to our commitment to help people identify and pursue their individual career goals." Taylor continues, "We are a brand that is constantly moving forward, adding new features and services, expanding the markets we serve. To represent that change and momentum, we believe it's important for our advertising to stay innovative and fresh, to break new ground, and to represent these leadership virtues."
Adaptation of Robert Frost's "The Road Not Taken"
This year's commercial, "The Road Not Taken," reinforces Monster.com's core mission-pursuing and achieving a fulfilling career path for everyone. However, instead of featuring children to deliver the important message, Monster.com took a more serious yet impactful approach.
In the commercial, a young woman standing at an urban crossroads is "advised" by a cast of characters as they walk past her. However, the advice is recited in the form of lines from Frost's memorable poem, "The Road Not Taken." Edited for the commercial, the ad's copy, recited by the passersby, reads:"Two roads diverged in a yellow woodAnd sorry I could not travel bothAnd be one traveler,Long I stood and gazed down one as far as I could. And both that morning equally lay in leavesNo steps had trodden black.Two roads diverged in a wood and I,I took the one less traveled by.And that has made all the difference."
The final two lines, delivered by an elementary school teacher and some of her students, suggest that the choices you make will make all the difference in your career.
"Over the next five years, Monster.com has the chance to emerge as one of the great brands," said Edward Boches, chief creative officer of Mullen of Wenham, Mass., the agency that created this year's and last year's spots. "There are four truly important things in everyone's life-health, family, beliefs and work. Monster can own the fourth, in part because of the company's vision, and because of their courage to do the kind of advertising that separates a brand from all the others."
Monster.com, headquartered in Maynard, Mass., is the leading global careers Web site with over 9 million unique visits per month. Monster.com connects the most progressive companies with the most qualified career-minded individuals, offering innovative technology and superior services that give them more control over the recruiting process. The Monster.com global network consists of local content and language sites in the United States, United Kingdom, Australia, Canada, the Netherlands, Belgium, New Zealand, Singapore and France. More information about Monster.com is available at www.monster.com or by calling 1-800-MONSTER. Monster.com is the flagship brand of the Interactive Division of TMP Worldwide Inc. (NASDAQ: "TMPW"; ASX: "TMP").
About TMP Worldwide
Founded in 1967, TMP Worldwide Inc., now with more than 6,400 employees in 25 countries, is the online recruitment leader, the world's largest recruitment advertising agency network, and one of the world's largest search and selection agencies. TMP Worldwide Inc., headquartered in New York, is also the world's largest yellow page advertising agency and a provider of direct marketing services. The company's clients include more than 90 of the Fortune 100 and more than 450 of the Fortune 500 companies.