Deutsch: Rise and Shine With Monster.com

http://www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=2054555

By Mae Anderson 

A worker hopes ‘Today’s the day’ in a new spot for Monster by Deutsch.

NEW YORK Deutsch’s first work for online employment site Monster.com introduces the tag “Today’s the day” in a commercial that features images of people getting ready for work.

In the 30-second spot, which breaks Dec. 26, a woman takes a shower and a man straightens his tie in front of a mirror. A voiceover asks a variety of questions beginning with, “Will today be the day?” The tagline is shown along with Trump, the animated Monster.com mascot.

“We wanted to come from a bigger place than just, ‘We fill jobs,'” said Kathy Delaney, managing partner and executive creative director of the New York shop. “We wanted to say you have the power with Monster to make a change today. All you have to do is log on. We wanted to really inspire people and get them moving.”

“Today’s the day” replaces “Never settle,” created by previous agency Arnold in Boston. Arnold’s last work for Monster was a Super Bowl spot showing a truck without a driver careening out of control.

Deutsch won the account in July following a review against the incumbent, DDB in Chicago and Saatchi & Saatchi in New York. While Monster Worldwide, which owns Monster.com, spent $30 million on domestic ads last year, per TNS Media Intelligence/CMR, the Maynard, Mass., company claims a $125 million global marketing budget.

Jeff Preiss of Epoch Films in Beverly Hills, Calif., directed the spot. Along with Delaney, Deutsch’s creative team included Bryan Black, senior vice president, group creative director and copywriter; and Scott Schindler, vice president, associate creative director and art director.

A second spot will break during CBS’ Super Bowl telecast on Feb. 1. Print, outdoor and Internet banner ads are also part of the campaign.