Working stiffs dream about landing far less soul-crushing jobs while warbling the Muppety platitudes of “The Rainbow Connection,” although the montage feels more like something from Paul Thomas Anderson's "Magnolia" than "The Muppet Movie."
"Rainbow," created by the Brand Architecture International unit of TBWA/Worldwide, was HotJobs.com's fifth consecutive Super Bowl spot, following "Parrot" in 2002. ("The beginning of the New Year is a key season in the job recruitment arena," HotJobs explained in a press release then, "as many companies have new annual hiring budgets and people begin or renew their efforts to find new employment.") It appeared while the company was still striving to take on rival jobs search engine Monster.com, which brought "Driver" to the same game. Super Bowl XXXVII would also be the last year HotJobs and Monster went head to head in the big game. And though Monster lost to Yahoo in bidding for HotJobs in 2000, Monster would come out on top in 2010, scarfing up the HotJobs assets for $225 million before discontinuing the brand the following year.
Director: Dante Ariola, who also shot Anna Kendrick for "Star Wars: Battlefront" in a different take on escapism, as well as Super Bowl ads for Volkswagen ("Big Day") and SunTrust ("Hold Your Breath"). Production company: Morton Jankel Zander.
AGENCY: Brand Architecture International