Super Bowl XLII was CareerBuilder's first big game with Wieden & Kennedy following a bitter split from Cramer-Krasselt over 2007's Super Bowl. (After five chimp-filled years with Cramer-Krasselt, CareerBuilder.com put its account in review after failing to receive a high score in USA Today's Ad Meter. Interestingly, neither of 2008’s two ads made the top 10, either.)
"Firefly" used shock humor to make its point, depicting an unhappy end for an encouraging singing firefly. The other spot, "Follow Your Heart," delivered its shock even sooner. Careerbuilder.com worked with Wieden & Kennedy again in 2009 ("Tips") before taking advertising in-house later that year.
Director: Suthon Petchsuwan. Production company: TWC.
Creative directors: Mark Fitzloff, Monica Taylor. Copywriters: Jason Bagley, Sheena Brady. Art director: Nik Daum. Editing: Beast Editorial. Editor: Paul Norling.
AGENCY: Wieden & Kennedy
QUARTER AIRED: Q3