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Monster.com “Daybreak” 2008

Monster.com “Daybreak” (2008) is a Monster.com commercial directed by Nicolai Fuglsig for BBDO, produced by MJZ. It won 4 awards, including Clio 2008 Silver — Television/Cinema/Digital Technique / Editing and AICP Show 2008 Honoree Advertising Excellence / Campaign.

People from all walks of life, dressed in their sleepwear, wake up and march together towards the sunrise, symbolizing a collective journey to find their true calling.

Video: Nicolai Fuglsig on Vimeo

Shot by shot

  1. A person in a white sheet and blue backpack climbs out of a window on the second story of a house at night.© Monster.com0:14
  2. A man in pajamas frantically searches for something on the floor, while a woman in a robe enters the frame in a dimly lit living room.© Monster.com0:16
  3. Three men in casual clothes run through a cluttered garage towards a car, one man in a plaid shirt reaches for a tool board.© Monster.com0:19
  4. A diverse crowd of people, dressed in various casual clothes, run up a grassy hill towards a bright sunrise in a wide shot.© Monster.com0:36
  5. A large group of people, dressed in ancient warrior attire, march in a long line across a dark, barren hillside overlooking a city at night.© Monster.com0:37
  6. Silhouetted people in a truck bed hold up signs, facing a bright sun in a wide shot.© Monster.com0:41
  7. A large crowd of people, dressed in various light-colored clothing, stand together on a grassy hill at sunrise, with mountains in the background.© Monster.com0:43
  8. A large group of diverse people, dressed in casual clothes, are seen from the side, holding various household items as shields, as they push forward on a grassy hill at dawn.© Monster.com0:44
  9. A large group of diverse people, dressed in white and holding signs, gather outdoors in a protest or demonstration during golden hour.© Monster.com0:46
  10. A man with a beard and a woman with dark hair are seen in a bright, overexposed shot, both smiling and laughing.© Monster.com0:47
  11. A diverse crowd of people, dressed in various outfits, stands on a rocky hill, facing a bright sunrise in a wide shot.© Monster.com0:50
  12. A diverse group of people, dressed in various work uniforms, walk across a grassy hill in a suburban neighborhood, carrying their belongings.© Monster.com0:53

Stills © Monster.com. Made by BBDO, MJZ and Nicolai Fuglsig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A mass exodus of people escaping their mundane lives at dawn.

Tagline: “Your calling is calling”

mass exodusdawn awakeningsymbolic journeycollective actionfinding purposeeveryday heroes

The cut

Length
61 s
Shots
47
Average shot
1.3 s

What creatives use Monster.com “Daybreak” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Monster.com “Daybreak”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person in a white sheet and blue backpack climbs out of a window on the second story of a house at night.© Monster.comA man in pajamas frantically searches for something on the floor, while a woman in a robe enters the frame in a dimly lit living room.© Monster.comThree men in casual clothes run through a cluttered garage towards a car, one man in a plaid shirt reaches for a tool board.© Monster.comA diverse crowd of people, dressed in various casual clothes, run up a grassy hill towards a bright sunrise in a wide shot.© Monster.com
    Frames from Monster.com “Daybreak”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Monster.com “Daybreak” in order, with its length, framing and what happens in it.

    A person in a white sheet and blue backpack climbs out of a window on the second story of a house at night.© Monster.comA man in pajamas frantically searches for something on the floor, while a woman in a robe enters the frame in a dimly lit living room.© Monster.comThree men in casual clothes run through a cluttered garage towards a car, one man in a plaid shirt reaches for a tool board.© Monster.comA diverse crowd of people, dressed in various casual clothes, run up a grassy hill towards a bright sunrise in a wide shot.© Monster.comA large group of people, dressed in ancient warrior attire, march in a long line across a dark, barren hillside overlooking a city at night.© Monster.comSilhouetted people in a truck bed hold up signs, facing a bright sun in a wide shot.© Monster.com
    Length: 61 s · Shots: 47 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a mass exodus

    Before you present an idea, you need to know who has done it, and how.

    Monster.com “Daybreak” is built on a mass exodus. Search the library by idea to see every spot that uses it.

    McDonald's “Raise Your Arches”© McDonald'sBoots “Summer Rush”© BootsAldi “The Miracle Ham”© AldiSky Sports “Take Your Seat”© Sky Sports
    McDonald's · Boots · Aldi · Sky Sports

More commercials by Nicolai Fuglsig

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  • Neutrogena "Neutrogena Remembers" (2026) commercial still© NeutrogenaNeutrogena “Neutrogena Remembers” 2026BBDOEffie Awards Gold 2026
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  • Snickers "Grandma" (2019) commercial still© SnickersSnickers “Grandma” 2019Dir. David Shane · BBDOLondon International Awards Gold 2018

Award-winning tech commercials

Questions

Who directed the Monster.com “Daybreak” commercial?

Nicolai Fuglsig directed it, produced by MJZ, for the agency BBDO.

Which agency made Monster.com “Daybreak”?

BBDO created it for Monster.com (2008).

What awards did Monster.com “Daybreak” win?

4 awards, including Clio 2008 Silver — Television/Cinema/Digital Technique / Editing, Clio 2008 Bronze — Television/Cinema/Digital / Online/Web Services, AICP Show 2008 Honoree Advertising Excellence / Campaign and AICP Show 2008 Honoree Original Music.

What is the tagline of Monster.com “Daybreak”?

“Your calling is calling”

Sources for the credits and awards

aicpawards.comweb.archive.org