By: E&P Staff
The monkeys starring in CareerBuilder.com’s TV commercials should find a new agent.
The online recruitment site canned the chimps in lieu of new options for its upcoming Super Bowl ads airing during the second and third quarters of the Feb. 4 game.
After two years of monkey shenanigans, CareerBuilder is going with the theme “Jungle Inc.” developed by the Cramer-Krasselt ad agency.
“The chimp campaign brought the jungle into the office, and now we’re bringing the office into the jungle,” Richard Castellini, vice president of consumer marketing at CareerBuilder, said in a statement. “It works because people can relate to the sense of chaos in a bad workplace.”
Various spots include two employees pitted against one another to fight for a promotion, donuts used as bait to coax workers into meetings, and the new guy (or gal) at the office as — this is CareerBuilder’s description — “fresh meat.”
“Some people leave a job because of bad co-workers, but there’s an even greater majority who leave for broader reasons like being passed over for a promotion or getting an unjust performance review,” said Peter Krivkovich, president and CEO of Cramer-Krasselt, in a statement. “With the new campaign, we’re expanding the strategic net to pull in more dissatisfied workers than ever before.”
The newest campaign is part of CareerBuilder’s $250 million ad spend and includes new print and online creative. In addition, CareerBuilder is bringing back mobile marketing with a 40-city tour.