Five time Oscar-nominated director, Mike Leigh, famous for films such as Vera Drake, Secrets & Lies and his latest - Another Year, has directed the new Jobsite ad campaign created by London ad agency Hooper Galton.
The campaign features British actor Max Beesley, star of Survivors and Hotel Babylon, who has been the face of the brand since 2008. The integrated campaign, which aims to inspire people to consider the life-altering decision to change jobs, features two 30” and two 10” TV ads which will run for four weeks from 10 January.
The campaign also comprises two bespoke 15” executions for mobile (the first ads ever written for this media) and video-on-demand, as well as press, online and social media. Aiming to be the antidote to job-seeking inertia, the campaign tactically launches in January when people are thinking of changes they want to make to their lives.
The ads focus on the fact that each year 14 million people claim they want to move jobs yet, for one reason or another, don’t do anything about it. Each execution focuses on a different reason for this, from procrastination to fear, and sees Beesley adopt a contemplative persona as he muses on the various obstacles people place in front of themselves to avoid change.
The campaign is a significant shift in tone from the fast-paced 2008 campaign, which saw Beesley pounding the streets amongst commuters. One 30” spot focuses on fear. It opens on Beesley in a calm office environment, who says: “They say we’re all born with two fears: loud noises and falling - everything else we pick up along the way. Scary stuff like spiders. Clowns,” at which point he spreads his hands and it cuts to him dressed in a full clown costume. He continues: “and getting a job. One of the most common that – newjobaphobia. The thing is with fear, the more you dwell on it, the worse it gets. Upload your CV to Jobsite – it only takes 10 minutes.” The ad cuts to a Jobsite logo as a voice over states: ‘Jobsite, our job is searching for your job.’ It then cuts back to Beesley with a tarantula on his shoulder. “Boo!” he says, while looking cool as a cucumber.
Hooper Galton was tasked to build on its successful 2008 campaign which established Beesley as the face of the brand. Since then Jobsite has seen an extra 1.6 million candidates register. The agency wrote this empathetic campaign to reflect changing economic conditions over the last two years. Formerly, Leigh has shot adverts for McDonalds and Transport for London.
Agencies Yodel Digital & Starcom Mediavest will manage the media planning & buying of the campaign.
Felix Wetzel, Group Marketing Director at Jobsite, said: “The shift in tone was crucial for us. The last campaign Hooper Galton devised was so successful and Max was the perfect casting, so we didn’t want to change the fundamental elements. But times have changed so a tonal shift needed to happen. We hope the New Year launch will motivate millions of people to improve their employment situation – and find a job that is right for them.”
Oliver Lewis-Barclay, Managing Director at Hooper Galton, adds: "Max’s personality is what made the last campaign so successful. In this campaign we’ve sought to broaden his character by allowing him to muse on the subject of job seeking. We’ve developed his role to give him more depth, so people will really sit up, pay attention and act. There’s a real shift in tone to being on your side rather than on your case. We’re hoping to stimulate debate at a crucial time of the year." A representative of Mike Leigh added: “Mike rarely makes ads, but he loved the clever writing and the concept.”
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.