Jon Heder, best known as Napoleon Dynamite from the 2004 comedy film, features in SEEK’s new campaign encouraging Aussies to identify their sweet skills.
The ad is a parody of a ‘90s style infomercial and will be seen across digital and owned channels.
Channelling the Napoleon Dynamite character, Heder shows how Australians can use SEEK Career Advice to understand their skills to excel at work - just like Napoleon did for Pedro.
“Napoleon Dynamite shows off his sweet drawing and dancing skills to help him get a date to the high school prom. I’ve teamed up with SEEK because I wanted to show Aussies how they can channel their inner Napoleon and use everyday experiences to help them further their career or turn a passion into a profession… Like being a Liger Tamer,” Heder says.
The ad is a first for SEEK’s Shared & Earned division which launched in April 2020.
https://www.youtube.com/watch?v=u18K7w6VtGs
SEEK head of brand and marcomms Babi Kahveci says the campaign highlights the importance of understanding the breadth of your skills when looking for a new role.
“We teamed up with Jon Heder to bring back an iconic character to show how Aussies can use SEEK Career advice to discover their skills and put them to work.
“This is a creative first for SEEK’s newly created Shared & Earned division, which focuses on driving talkability and shareability for our brand. To have impact, we leaned into the lighter side of our brand personality traits to create an unexpected, fun and engaging campaign. What’s more unexpected from an employment brand than reprising the role of an awkward and endearing high schooler and mashing it up with the ‘90s infomercial trope?” Kahveci says.
Independent communications agency, Adhesive, which is the retained public relations agency for SEEK ANZ, was tasked with creating a campaign that could carve out a unique space for SEEK and speak directly to the appeal of SEEK Career Advice.
Adhesive creative director Alexander Masson says the campaign speaks to culturally relevant ideas that resonate with many audiences.
“Napoleon Dynamite is synonymous with skills, confidence and believing in yourself. He works as a cultural touchpoint that allows us to cut through the clutter and directly pitch SEEK Career Advice to consumers, whilst still entertaining them.
People instantly recognise the character and, hopefully with this campaign, start identifying with him, thanks to SEEK,” Masson says.
SEEK research shows 77% of Australians think it’s important to understand how transferable their skills are to other jobs or industries. However, only 51% are satisfied with the resources available to help them learn where their skills can take them.
Credits:
SEEK
Babi Kahveci, Head of Brand & Marcomms
Holly Arrowsmith, Marketing Manager - Shared & Earned
Carly Robinson, Marketing Manager – Campaigns
Maddie Hoare - Senior Marketing Associate - Campaigns
Estrella Finney - Marketing Manager - Brand
Adhesive
Michael Maurice, Managing Director
Alexander Masson, Creative Director
Jayne Ellis, Senior Account Director
Barton Zaia, Account Director
Chris Leben, Producer
Production Partner, Airbag
Craig Melville - Director
David Curry - Airbag Producer
Stephen McDaniel - Airbag Producer (Portland)
Eric Edwards - Director of Photography
David Sicotte - Art Director
Jonah Oskow - Editor
Casey Wescott - Composer
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