Also at dinner was Joe Grimaldi, CEO of Mullen. We got to talking about my second most favorite Super Bowl ad of all time, which was created by Mullen Advertising: When I Grow Up (1999) for Monster.com.
This commercial tells a powerful story. It doesn't talk about the product directly. Yet there is no mistaking what the benefits of the product are even though they are not spoken. The spot uses humor but in a powerful way. It is memorable.
Ever since I first saw the ad in 1999, keep coming back to it as a model of what a good Super Bowl ad can be.
Okay, so what's my number one most favorite Super Bowl Ad? It’s Tabasco Mosquito from 1998. I spat up my beer when I saw it live. And I've watched it on YouTube dozens of times. It just works in all the ways that the Monster.com ad does. And it uses humor with no words spoken at all.
Ads like these get talked about.
The ongoing PR value, even a decade later, makes producing them worthwhile. I'm generally not a fan of big-budget ads, but with work like these, I make exceptions.