Monster.com to Alter Ads To Soothe Trucking’s Ire

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(Michael James - Transport Topics)
The sponsor of the disputed TV ad, Andrew McKelvey (right), tells ATA President Bill Graves it will be revised before reshowing.ALEXANDRIA, Va. — The chairman of the nation’s largest online job-matching service said Monster.com will make significant changes to a controversial television commercial that drew sharp criticism from the trucking industry and a top federal trucking regulator.

The ad, which aired during the Super Bowl last month, featured a driverless, out-of-control tractor-trailer tearing through fields and structures including a fuel station, while a driver needing work sat in a roadside diner.

Andrew J. McKelvey, chairman of TMP Worldwide, which is the New York-based parent of Monster.com, told Transport Topics he suspended airing the million-dollar ad until it can be changed to be more sensitive to trucking safety concerns. “Definitely we will modify it before we run it again,” he said.

For the full story, see the Feb. 10 print edition of Transport Topics. Subscribe today.