Monster, The Chemical Brothers Lull Some to Sleep

New Campaign Urges Job Seekers to Wake Up, Smell the Electro-Pop

By Published on .

Artist: The Chemical Brothers
Song: "Dream On"
Marketer: Monster
Agency: BBDO, New York
Purchase: The Chemical Brothers - Surrender - Dream On
Ad Age web graphics editor Greg Palmer watched this Monster spot and flatly responded: "It's boring."

But that's the point, right? "Sleep on / dream on" are the only words, and the soundtrack was hooked caboose-position on the end of The Chemical Brothers' 1999 album Surrender. But it works here, and not just because the bar is set so low.

The drab colors and general monotony of the visuals match the humming vocal loop in the background, sweeping you into, well, boredom, until the tempo picks up and a handsome gentlemen strolls into the crowd looking wide awake. It's not really a unique concept (pick any dystopian sci-fi flick, one of Will Smith's will do), but The Chemical Brothers inject some caffeine into what might have been a minute of genuinely unironic torpor.

Another more abstract spot in the "Your calling is calling" campaign features suburbanites racing to fight the Monday morning dawn against a taut concerto created by Cherry Tate Music. Two more ads in the campaign have not been released yet.

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