There’s something apocalyptic about this Monster spot by BBDO, NY. Called “Daybreak,” the premise is you shouldn’t have to fight Monday. To illustrate that, a bunch of people knock down their satellite dishes, grab trashcan covers and run out to do battle against the sun — only to walk off in defeat when the sun rises anyway.
The ad made us sad. Can’t a comparison be made against this futile race to beat sunrise, and the lame way we trudged (hung OVER) into the office and passive-aggressively trawled eBay for the first three hours of the morning?
The ad debuted in early January (another debuted during Lost last night), and is part of “Your Calling is Calling.” Maybe we find the spots such a consistent bummer because that slogan sounds so promising. Shouldn’t Sally Housewife be cupping her ear to the kitchen window and listening for the sunny Higher Calling (inevitably, her dormant talent as a Silicon Valley-based venture capitalist)?
Monster isn’t doing anything for the Super Bowl, but it took care to mention it’s competing with one of this year’s SB advertisers. (Cough-cough-CareerBuilder.) This Sunday, CareerBuilder is debuting a W+K campaign that’s supposed to have a big new agey self-help feel.
This because its office-as-jungle approach was so badly received last year. We’re already anticipating the “arg.”
