Ads take a poetic path less traveled by
BOSTON-Mullen’s sequel to last year’s “When I Grow Up” spot for Monster.com is an adaptation of Robert Frost’s classic poem “The Road Not Taken.”
The Wenham, Mass., agency’s 30-second spot is slated to premiere during “Who Wants to be a Millionaire” on Saturday, and to repeat three times Sunday in the Super Bowl pre-game show and during the first and fourth quarters of the game broadcast.
The black-and-white ad depicts a young woman standing at a busy urban intersection. As characters parade by reciting parts of the Frost poem, an elementary school teacher and her students speak the two final lines – “I took the road less traveled by. And that has made all the difference.” The spot ends with the Monster.com logo and tagline, “Work. Life. Possibilities.”
The ad replaces last year’s tagline, “There’s a better job out there.”
Mullen creative director Edward Boches, art director Paul Laffy and copywriter Brian Hayes led the creative team on the ad for the Maynard, Mass.-based career Web site.
– Lauren Wiley