CareerBuilder.com, a long-time Super Bowl advertiser, has embraced consumer-generated creative this year.
This is quite a shift. For the past five years, CareerBuilder has worked with well-known, established agencies including Cramer-Krasselt and Widen+Kennedy. This year, the company took a very different approach, asking consumers to send in ideas. I suspect the move was partly driven by cost and partly driven by a desire to engage people.
The result? More than 1,000 people sent in ideas, and this week CareerBuilder released the top three, one of which will run on the Super Bowl.
The employment Web site is inviting people to vote for their favorite. You can see the spots and vote here:
The network rejected one of the spots, for fairly obvious reasons. The other two follow the CareerBuilder formula: a funny scene and late branding. One spot plays off of CareerBuilder’s successful 2009 spot and should win the voting. I suspect it will do very well on the game.
– Tim Calkins