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Agency: VCCP

Client: Totaljobs .com, one of the UK’s best known jobs websites, has launched its first television advertising campaign in more than a decade.

The ads, created by VCCP, feature the tag line “it’s not luck, it’s”, and follow a successful radio campaign using the same catchphrase, which aired earlier this year.

The campaign was shot by award-winning directors Si & Ad (Simon Atkinson and Adam Townley) and produced by Academy Films. It features the voice of actor Ian Holmes, Bilbo Baggins from Lord of the Rings.  

The TV spots feature household electrical goods discussing dream jobs and sharing career advice.  

The thirty second spots will be shown in the North West and will be supported by radio ads, with the aim of bolstering’s already pre-eminent position with jobseekers in the region.

Michael Robinson, marketing director of Totaljobs Group, believes this is a crucial time to be growing brand awareness and sees the benefit of an integrated approach.

“It is a tough market out there for jobseekers. We believe that by showing those looking for a job that luck isn’t involved in recruitment, we can help better equip them to join or re-join the labour market,” he said.

“The result is not just an advert, but a whole body of advice and help on our website that can point jobseekers and recruiters in the right direction – ultimately giving a value added element to the brand.”

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