“Unlimited hours. No breaks. The most important job is also the world's toughest job.”
What began as a hoax-job advertisment led to real interviews via webcam. The video ad, created by Mullen, captures realtime reactions from the interviewees and quickly turns into an unexcepted, tear-jerker campaign for American Greetings Card Store for Mother's Day.
The twist at the end is worth seeing the video through.
The ad launches in line with Mother's Day in America (11 May) and uses the hashtag #worldstoughestjob.
Credits
Project: World's Toughest Job
Agency: Mullen, Boston
Chief Creative Officer: Mark Wenneker
Executive Creative Directors: Tim Vaccarino, Dave Weist
Creative Director: Jon Ruby
Associate Creative Director, Copy: Andrea Mileskiewicz
Associate Creative Director, Art: Blake Winfree
Executive Director of Integrated Production: Liza Near
Head of Broadcast: Zeke Bowman
Producer: Vera Everson
Account Director: Jessica Zdenek
Account Supervisor: Laila Lynch
Director of Digital Strategy: Eric Williamson
Senior Brand Strategist: Ryan Houts
Production Company: Caviar
Director: Amir Farhang
Executive Producer: Valeria Maldini
Producer: Jason Manz
Director of Photography: Brian Rigney Hubbard
Editing, Visual Effects: PS260
Editor: J.J. Lask
Assistant Editor: Colin Edelman
Senior Producer: Laura Lamb Patterson
Lead Visual Effects Artist: Patrick Lavin
Assistant Artist: Matt Posey
Audio Post: Soundtrack
Sound Design, Mixer: Mike Secher
Music: Human
Casting: House Casting
Casting Agent: Shawn Alston
Client: American Greetings
Executive Director, Marketing: Alex Ho
