This Super Bowl Just Won’t be the Same. A Timely Pheromone Might Have Helped

Super bowl commercialAlas, it’s true. For the first time in 15 years (could be more, could be less, but it’s around about that) there will be no recruitment Super Bowl commercials this Sunday.

The commercials Monster, and later, CareerBuilder produced are among the best ever shown in the 46 years the game’s been played. Sports Illustrated ranked Monster’s 1999 “When I Grow Up” ad in its top eight. (The photo to the right is from that ad.) CareerBuilder’s monkey ads often made it into the top 10. The company built a hugely successful email program called Monk-E-Mail around their simians.

So popular have the commercials become (in more than a few years more popular than the game itself), that TV specials like the one Wednesday night,are just about the ads. It had ads from both the two big job boards.

Now, all gone. No more.

Why? Here’s Monster’s official explanation, which would have been way more fun if it had hired an ad agency to deliver it:

While we have utilized it very successfully in past years by surrounding noteworthy in-game advertising with unique promotions and social content, it (Super Bowl advertising) doesn’t fit with our current marketing strategy. Right now, we are ruthlessly focused on maximizing the audience of job seekers we deliver to our customers and we are continuing the approach we started in 2012 which has led to the best job seeker traffic in the industry.

Here’s equal time for CareerBuilder’s explanation:

The Super Bowl has been a good investment for us over the years. We decided to pursue other marketing opportunities this year, not only promoting the CareerBuilder brand, but also specific offerings and differentiators.


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Interview Pheromones for Men

Do your male candidates have the skills, the talent, and the experience you want, but they all seem to lack that spark that ignites passion in hiring managers? They may need a dose of The Gilroy. With testosterone-laced pheromones flying all around the Superdome Sunday, it was probably to be expected that some company would bottle the stuff.

True Pheromones has. Announcing The Gilroy, the company claims its special mix of Alpha and Beta Androstenol and Alpha and Beta Androsterone “make women feel that men are well mannered, friendly and straight forward to approach and initiate conversation with.” Not only that, but “women get the impression that the user is a relaxed and peaceful alpha male. The pheromones give a feeling of safety, security and reliability. Furthermore, men give off a comforting and enjoyable feeling to those around them.”

If that’s the feeling your otherwise rockstar male prospects should be conveying, then get them to try The Gilroy.

Who could make this stuff up?

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.


1 Comment on “This Super Bowl Just Won’t be the Same. A Timely Pheromone Might Have Helped

  1. Saw this one SB ad- thought is was going to be for the University of Phoenix or some for-profit school. Classy, well made- It was for the Church of Scientology….


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