The UK's largest commercial job board, Reed.co.uk, recently launched its latest advertising campaign, once again based on the character of James Reed, played by comedian and actor, Rufus Jones. The campaign, which officially launched over the weekend on ITV, focuses on the “Love Mondays” theme, and will run through until Easter. It features the Reed character as a motivational speaker, just the latest profession for the shape-shifting weekday enthusiast, who has previously appeared on screen and in print as an astronaut and a superhero. It marks the company's largest investment yet in advertising.
The UK's largest commercial job board, Reed.co.uk, recently launched its latest advertising campaign
Reed.co.uk – Love Mondays
The campaign was created by Contagious London, with writing and direction from Jonathan Brooks and Mat Laroche, and it centres around a 30-second ad, in which Reed holds court at a motivational seminar and invites hapless audience members onstage to issue them with the jobs of their dreams. The main ad, which will play out across television, on-demand and online, has also been supplemented by a pair of shorter 10-second ads and will be expanded over the campaign to include five TV commercials and four YouTube clips. Media planning for the campaign was courtesy of MediaOdyssey, with digital strategy and creative handled by iCrossing.
The campaign was created by Contagious London, with writing and direction from Jonathan Brooks and Mat Laroche
Reed.co.uk – Don't Settle
Reed.co.uk marketing director, Mark Rhodes, said that the Love Mondays campaign has already been well established on TV, and feels that “The latest incarnation of James Reed will help Reed.co.uk hold on to their position as the UK's favourite job site.” He also ads that they will “Continue to innovate across multiple platforms, with more YouTube-specific ads, more social content, more video-on-demand and, for the first time, a new mobile campaign for on-the-go jobseekers.” He also notes how well the campaign has timed with it's debut of the UK workforce returning on the 5th of January. He says that, as a result they “Expect a bumper week of job applications.”
“The latest incarnation of James Reed will help Reed.co.uk hold on to their position as the UK's favourite job site.” Mark Rhodes
Reed.co.uk – Interview
The campaign was overseen by Contagious London's executive creative director, Paul Weiland, who said they have been “Working with Reed.co.uk since 2008 and have helped them become the UK’s number one job site with the Love Mondays campaign.” He believes that “The latest incarnation of the James Reed character takes the campaign into new territory,” and really capitalises on the humour they have helped to instil within the brand over the years. Some witty dialogue and snappy special effects aside though, it's Rufus Jones who really lends the campaign it's cheeky, softly surreal heart.