CareerBuilder Advertises For Consumer-Generated Super Bowl Spot

May 13, 2009: Are you ready for some Super Bowl XLIV marketing? CareerBuilder has unveiled a promotion that would put workers to work to help create the online job search destination's TV spot for Super Bowl XLIV, to be shown on CBS, Feb. 7, 2010. From now through July 3, 2009, visitors at can submit 25-second videos to be considered for CareerBuilder's sixth consecutive Super Bowl ad. According to the company, the winning "creative director" will be awarded a "paycheck" of $100,000 and the runner up will earn $50,000. Visitors submitting ideas "can build on the successes of previous CareerBuilder advertising campaigns or come up with an entirely new concept," per CareerBuilder. The videos will be judged in-house based on "creativity, originality, entertainment value, performance level, humor and alignment with the CareerBuilder brand." Once the winner is chosen, CareerBuilder's marketing team will develop the spot in-house. "There are so many talented workers out there who are facing a really tough job market. Introducing this twist into our advertising opens the door to a new resume-building experience that showcases their talent," Richard Castellini, CMO for CareerBuilder, Chicago, said in a statement. The firm, owned by Microsoft and several media companies, just moved its advertising from Wieden + Kennedy, Portland, Ore., to its own in-house staff. "We made a strategic decision to change our advertising approach and leverage the expertise of the seasoned pros on CareerBuilder's advertising team in a new way." Back to Home Page