February 11, 2019

Monster Revisits Its ‘When I Grow Up’ Super Bowl Ad, 20 Years Later

By Tim Nudd

It’s hard to believe it’s been 20 years since Mullen in Boston—now known as MullenLowe—created “When I Grow Up,” a 30-second Super Bowl commercial for Monster.com that would become an instant classic.

The spot, shot in black and white by Hungry Man’s Bryan Buckley, shows kids talking straight to the camera about what they want to be when they grow up. But instead of grand visions, they have comically depressing ones—of being underpaid and underappreciated middle managers, stuck in dead-end jobs before being forced into early retirement.