World’s toughest job seeks applicants

By Matt Gillis

Well, if you thought that advertisers had used every trick up their sleeves to gain the attention of consumers, think again. After learning in every single communications class that the key to reaching modern consumers is via digital platforms, it seems fitting that companies have embraced the art of viral videos. While it may seem like creating a viral video is an objective out of the hands of advertisers, using real people, shock value and human emotion seems to be a sure formula to creating a successful viral advertisement.

On April 14, American Greetings, a greeting card company, released an advertisement via YouTube that has since accumulated over 7.8 million views as of today. So, how has the company achieved viral video status you may ask?

worlds-toughest-job-hed-2014

Boston-based agency, Mullen, created a fake job listing for a position titled “director of operations” for a fictional company called Rehtom Inc. They released paid advertisements digitally for the position and received over 2.7 million impressions.

Of those who viewed the job listing advertisements, 24 people inquired about interviewing for the position. They were interviewed via webcam and their real-time reactions were recorded on video and featured in the YouTube advertisement. The video shows the interviewer revealing the position’s job requirements including standing up almost all the time; constantly exerting yourself; working from 135 to unlimited hours per week; degrees in medicine, finance and culinary arts necessary; no vacations; the work load goes up on Thanksgiving, Christmas, New Year’s and other holidays; no time to sleep; and a salary of zero dollars.

After watching the advertisement, viewers understand that the position of “director of operations” is for the position of a mother, whose responsibilities match those listed by the interviewer. At first, the job requirements sound outrageous, but once it is revealed that the advertisement is in promotion of mothers and purchasing cards for Mother’s Day, it becomes an eye-opening message.

This advertisement covers all the bases of a viral video including the use of real people, the revelation of a surprising message and the inclusion of real and relatable human emotions. It’s actually nothing short of genius. I mean, who would have thought that a bunch of fake job interviews could be used to effectively promote a greeting cards company?

So, I guess the moral of the story is that creativity is a skill worth investing in. Not only did American Greetings take a creative chance on this advertisement, but they also blended it flawlessly with their wholesome, caring and loving brand identity.

Reference list:

–       Cardstore Blog. (n.d.). #WorldsToughestJob. Cardstore Blog. Retrieved April 16, 2014, from http://www.cardstore.com/blog/worlds-toughest-job/

–       Nudd, T. (2014, April 14). 24 People Who Applied for the World’s Toughest Job Were In for Quite a Surprise. AdWeek. Retrieved April 16, 2014, from http://www.adweek.com/adfreak/24-people-who-applied-worlds-toughest-job-were-quite-surprise-157028

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7 thoughts on “World’s toughest job seeks applicants

  1. This is a brilliant campaign! I saw this video on facebook the other day, and immediately sent it to my mom, thanking her for being so wonderful. I’d definitely say that it was quite the success, especially with mothers day approaching!

    Like

  2. This video was awesome, advertising keeps evolving, and getting more innovative everyday. The only thing is that its effect like anything else may not be as strong next time around.

    Like

  3. I thought this was a great campaign! I noticed on Facebook as well and I had to watch it right away. What a great promotion and so creative.

    Like

  4. I watched this video and although I thought it was heartfelt and meaningful, I didn’t realize it was for a company. So although it went viral I don’t know if it was very effective for the card company.

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  5. I agree I had no idea this was actually an advertisement. Very creative though and now that I know it is for a company I’m actually more intrigued with the brand then I would have been with a traditional advertisement.

    Like

  6. I thought this ad was great not only because it was heartfelt and interesting, but because you don’t see card companies going to this length to advertise ever. This ad definitely tugs at the heart strings and it’s no wonder it went viral.

    Like

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