Monster: back to the idea that works

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I recently saw some print ads for Monster, which were a departure from the ‘Caught in the wrong job?’ idea. I wonder why they gave it up – it said, ‘We go to great lengths to get you the right job’ and showed the Monster monster lurking behind the prospective candidate. It was so inward looking and bereft of any consumer benefit. Thankfully, they have gone back to the original idea. Here’s an execution from JWT, Hong Kong.

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In India, they have released a new TVC – a wannabe rock star caught in the job of a librarian. The irony of doing exactly the opposite of what he wanted to do (scream) in the hushed halls of a library comes through nicely.

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