1999 MONSTER.COM – When I Grow Up

In this 1999 Monster.com Super Bowl Commercial, children answer the question, “What do you want to do when you grow up?” with the realistic answer of what usually happens: filing, middle management and not being appreciated. Monster.com wishes to help us find something better. The advertisement portrays black-and-white scenes of kids revealing their “dreams” for the future, yet they turn out to be the mundane careers that many have settled for after they reach adulthood. The kids are heard responding, “When I grow up I want to file all day long … I want to have a brown nose … I want to be under-appreciated.”

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