Napoleon Dynamite fronts Seek campaign in first work from in-house team
Jon Heder has reprised his role as Napoleon Dynamite for a campaign for career website Seek.
The first campaign to be created by Seek’s in-house Shared & Earned division, the campaign spoofs 90s-style infomercials with the character Napoleon Dynamite explaining Seek’s features.
The 53-second spot sees Napoleon Dynamite showing off his nunchuck and bowhunting skills. Using Seek, he is then able to find a job that matches his skills: a liger tamer.
Seek’s head of brand and marcomms, Babi Kahveci, said: “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 90’s infomercial trope?”
Seek’s retained PR agency Adhesive’s creative director, Alexander Masson, commented: “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.”
According to Seek, 77% of Australians think it’s important to understand how transferable their skills are to other jobs or industries. Only 51% are satisfied with the resources available to help them learn where their skills can take them.
Heder said on the campaign: “If your nunchuck and bowhunting skills aren’t up to scratch, you can head to Seek Career Advice to discover your top skills and explore where they can take you.”
The campaign will be on digital and owned channels.
It is the first campaign from Seek since Maryanne Tsiatsias became marketing director for Australia and New Zealand.
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
