Monster Fiddles to Lead in ERE’s Super Bowl Ad Poll

UPDATE FROM 9:28 A.M. EASTERN ON MONDAY…USA Today has the results of its Ad Panel up online. Monster’s fiddling beaver ad ranked #10. CareerBuilder’s casual Fridays commercial was 51 out of 63 ranked ads. The first place winner was the Snickers ad featuring Betty White.

Peyton Manning? Who dat? Who DAT! The Who Dat Nation has spoken. The Saints won the Super Bowl. Decisively, without a doubt, without a question, and in a game that was one of the rare ones that got better and better after every play.

But you didn’t come to ERE to read about the game. You already know the Saints whipped the Colts 31 to 17.

Now comes the other important scores: Whose commercials made it into the top best. For the details on each of the commercials that ran, go to USA Today and its widely watched Ad Meter. All the commercials are available there.

But in the contest between CareerBuilder and Monster for the best job board ad, the highly populist, if less-well-known ERE poll has Monster in the lead by a touchdown. The fiddling beaver commercial had 40 percent of the vote to 30 percent for CareerBuilder’s casual Friday ad.

I’m reporting these results at 11:05 p.m. ET Sunday night, a little more than an hour after the game ended and four-and-a-half hours after our poll went live. The results may have changed by the time you check (just go to the poll and check the results), but since halftime, the percentages have held fairly steady.

If you missed the ads or want to see them again, just click here and you can check them out and still vote in the poll, which we, in a completely shameless attempt to kick up the hype, will leave open until no one cares.

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You’ve also probably noticed (unless your Super Bowl party was a lot more fluid than mine) that the poll numbers above only add up to 70 percent. The other 30 percent of the voters said both ads were about the same. (I told you we were into populism.) You can read that to mean anything you like.

While you’re reading into things, here are a couple of coincidences I noticed that you might as well read something into as well.

Wildlife of one sort or another figured in several of the commercials. Like Monster, CarMax had a commercial featuring a beaver. Vizio did, too, though their beaver had a minor role. There was a squirrel in another ad and Bridgestone had a whale.

The CareerBuilder ad, featuring a nearly naked casual Friday office, was followed by a pantsless Dockers ad.

John Zappe is the editor of and a contributing editor of John was a newspaper reporter and editor until his geek gene lead him to launch his first website in 1994. He developed and managed online newspaper employment sites and sold advertising services to recruiters and employers. Before joining ERE Media in 2006, John was a senior consultant and analyst with Advanced Interactive Media and previously was Vice President of Digital Media for the Los Angeles Newspaper Group.

Besides writing for ERE, John consults with staffing firms and employment agencies, providing content and managing their social media programs. He also works with organizations and businesses to assist with audience development and marketing. In his spare time  he can be found hiking in the California mountains or competing in canine agility and obedience competitions.

You can contact him here.


8 Comments on “Monster Fiddles to Lead in ERE’s Super Bowl Ad Poll

  1. The Audi TDI ad is the most disturbing (and sad really) of the whole bunch. What’s sad about it is the fact that we have grown comfortable with out militerized police-state type law enforcement regime, and the ‘joke’ is that the scenes depicted are all too realistic.

    Nice to see the GoDaddy ads voted where they belong- at the very bottom. Utter trash and I feel bad for Ms. Patrick- you can almost see her wincing herself at the lack of taste involved, to say the least. That agency should go out of business for the malpractice around that brand.

    GoDaddy SSL certs are half as much $$ as Network Solutions. Do you think we even considered using GoDaddy where our customers would see the name ? No way. Guess why ?

  2. The eTrade baby ad was personally my favorite.

    Monter’s follow-up email to its community to customize the Beaver Ad to fit each job seeker’s personality was ok, but I have a challenge with the tag line. Beaver Fiddlin. Am I the only one who sees this a bit wrong?

  3. Martin, come one, no one is going to arrest you for using a plastic bag. I think the Audi commercial was great and funny. I think the whole point of the ad was you can do what you think is right without being a crazy evangelist.

  4. Robert-

    do you think the arrest a five year girl for a temper tantrum, handcuffs and all, would fit in that commercial script ?

    Oh that must be a one-off, singular example….until it’s not.

    How about a 12 year old who doodled on a school desk, with erasable ink no less ?

    Maybe I’m just paranoid, worried about every little police overreach ?

    Not to mention of course, the actual “green police”

    I’m not laughing.

  5. You go Martin, I’m surprised you didn’t mention the “zero tolerance” policies of public schools where possession of a toy gun is as bad as having a piece of real, fully loaded weaponry in your gym locker. I’ve heard of first graders getting suspended for holding hands because it’s somehow inappropriate sexual contact. They have drug sniffing dogs and metal detectors in inner city schools so the entire student body can be treated as criminals, guilty until proven innocent.

    Last yr, I read a story about a 10-yr-old girl being suspended for bringing her prescription pills to school without a note from her parents, a little hypocritical considering the vast amount of prescribed drugs advertising their side-effects disclaimers & ED meds on primetime.

    Judging by most ads on TV these days, our most important values are Drugs, Beer, Cars, and the ability to get it up when the time is right.

    Don’t get me started on ads that go for shock value by catering to brutality, vulgarity, and the most base aspects of human nature with Sex & Greed currently at the top of the pile (or is it the bottom?).

  6. Yeah that’s what I’m talking about. Bureacracy has triumphed over common sense. And advertising has lost all sense of common decency.

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