![]() Personally, it definitely struck a chord and made me think. Jonathan Beamer Why do you think it was so popular? Did it simply strike a chord in a unique and memorable way? Jonathan Beamer: Yes, I saw it during the game that year. Muse: Do you remember seeing "When I Grow Up" during the game, or at least knowing about it before you joined Monster? We spoke about "When I Grow Up" as well as another famous Monster Super Bowl ad, "Double Take," which aired in 2009-exactly 10 years ago. To get a sense of how Monster feels about "When I Grow Up" today, Muse spoke to the brand's chief marketing officer, Jonathan Beamer, who was 25 years old when the spot aired-and who took over as CMO of the job-search company last year. The ad is a mainstay on lists of the best Super Bowl ads ever-most recently, Muse's own list of classic Super Bowl spots reviewed in 53 words or less, in which it tied with Volkswagen's "The Force" as the top choice among more than 100 advertising creatives (with the caveat that they weren't allowed to pick Apple "1984" or E*Trade "Monkey"). "It's about finding something that people can relate to-and that often cuts through clutter and pulls in consumers far better than any joke or clever interactive device." "I like to think this commercial underscores my favorite thing to do with an idea: connect with a truth," Lee has said about the Monster ad. Dylan Lee and Monica Taylor were the copywriter and art director-both were snapped up by Wieden + Kennedy Portland within a few months of the Super Bowl. Edward Boches, then a 16-year Mullen veteran (who became the agency's chief creative officer in January 1999, the same month that "When I Grow Up" aired), was the creative director on the spot.
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