Because it's all about branding... it's not enough to have a good product. There's some evidence it's not
necessary to have a good product!!!
Also, I think advertisers have been seduced by the idea that an advertising campaign can become bigger than its product, and once in a while we see some kind of dumb excess like this.
By the way, if anybody liked that monster.com spot ... "I want to be a middle manager when I grow up" ... Check this out. I thought I was gonna die laughing when I saw it at a conference.
http://www.itc.virginia.edu/pubs/doc...deos/home.html