The spot, created by Saatchi & Saatchi, will be sent to one million registered users of the site and promotes a new jobseekers product, My Monster Premium, which enables people to analyse their skills and values. It is hoped the viral will be seen by millions of people worldwide.
The viral medium was seen as the most appropriate for the target audience of young, internet-savvy job hunters, according to Saatchis' integrated creative director, Trefor Thomas. "Viral campaigns must have real intrigue, so they will be passed on quickly. This one is a simple, but powerful, example of pushing Monster right to the edge in an involving and original way."
"Coffee" is the first mainline work from Saatchis since its D&AD, BTAA and Cannes award-winning radio, TV and print work for Monster.co.uk in 2001. It comes as the online recruitment market weathers the downturn in both sectors. Monster competes with Fish4 and Totaljobs.com, and has 13.2 million monthly page impressions. Saatchis has handled the account since 2000.
The creative focuses on "delegating up", and opens on a boardroom scene where an important meeting is in progress. An office junior bursts into the room, strides over to the chairman, and drags him out through the office and into the kitchen. Slamming the chairman's head on to the work surface, the hero makes a cup of coffee in his mouth, saying: "You see, it's easy when you know how."
Monster's European marketing director, Jeremy Caplin, said: "Extreme and witty, this edgy execution is expected to create quite a stir, reflecting our distinctive brand values."
The spot was written and art directed by Guy Bradbury and Eoghain Clarke, and was directed by Martin Krejci through Dawson Productions.
