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Home / Reclame / Is Advertising Really as Bad as a Life of Crime? Zulu Alpha Kilo Wants to Scare Young Ad Execs Straight

Is Advertising Really as Bad as a Life of Crime? Zulu Alpha Kilo Wants to Scare Young Ad Execs Straight

Award winning Toronto based agency Zulu Alpha Kilo releases the most terrifying (and hilarious) recruiting video, called Scared Straight Out of Advertising. Geared towards wide-eyed ad students entering the work force, this hilarious video is meant to scare them straight out of a career in the business. Toronto-based independent Zulu Alpha Kilo, winner of Ad Age’s international small agency of the year in 2017 produced it for Canada’s hotly contested Strategy Magazine’s Agency of the Year Competition. As part of the award show ceremony, shortlisted agencies are asked to create a short video for their agency. Creating a self-promo video for the event has become something of an annual tradition and an unofficial competition in itself, with top Canadian agencies all vying to have the best video of the night.

Zulu’s “SCARED STRAIGHT: Out of Advertising” shows a group of optimistic—if perhaps overly smug—advertising students visiting a real agency for a day. In the place of hardened criminals scaring juvenile offenders out of a life of crime, two hard-boiled Executive Creative Directors go over just about every reason why advertising is a terrible life path.

The video is jam-packed with just about every joke and insight you can make about the ad industry—from everyone wearing all black “uniforms,” to the unrealistic expectations of new grads, to the long hours—not to mention the industry’s obsession with awards. The agency even takes yet another shot at spec creative work—Zulu famously created the “Say no to Spec” campaign around the same time two years ago. The video was produced in-house by the agency’s production arm zulubot and directed by agency founder and CCO Zak Mroueh.

Zulu Alpha Kilo is Hiring!
With the agency looking to fill 14 new positions, it is likely the message of the video is in jest—or at the very least is meant to ensure new grads know exactly what they’re getting into. Earlier this year, Zulu Alpha Kilo launched The “$40k A Year Employeeship”, an initiative that gives any soon to be or recent graduate seeking an internship as an Art Director, Designer, or Copywriter, the chance to forgo an internship all together. Zulu believes this new program will help attract the brightest young talent to the agency without all the ambiguities that come with an internship. For more info, see: http://zulualphakilo.com/employeeship/

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Art Director: Brendan McMullen
Writer: Jacob Pacey
Agency Producer: Revital Grunberg
Account Team: Matt Sinuita
Social Media: Sean Bell
Production House: zulubot
Director: Zak Mroueh
Production House Producer: David “Grover” Cosgrove / Marc Milliard
Director of Photography: Rob Dutchin
Second Camera: Stefan MacDonald Labelle
Casting Director: Shasta Lutz, Jigsaw Casting
Video Post Facility / Editing Company: zulubot
Editor: Jay Baker / Marissa Bergougnou
Compositor / Online: Marissa Bergougnou
Colourist/Transfer: Wade Odlum, Alter Ego
Audio Post Facility/Music House: zulubot
Engineer: Stephen Stepanic
Actors: Karen Parker, Nigel Downer, Allison Price, Kyle Lucey, Caroline Toal, Gavin Pounds, Aris Tyros, Amanda McKnight, Brennan Asbridge

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With the holiday season upon us, retailers are gearing up for the busiest spending activity of the year. In an effort to ease the payment process during this key spending season, Interac has launched a multi-media campaign that focuses its messaging on new technology-based payment solutions.

The video and in-cinema portion of the campaign demonstrates the shift in payment behavior by introducing a local musician who notices that the people in the community are paying for their items using Interac Debit on card, mobile or watch. The musician realizes the world around him has changed since no one has cash to put in his trumpet case. In a heartfelt twist, he receives Interac e-transfers at the end of the film from all his regular fans in the neighbourhood.

Andrea Danovitch, AVP Marketing & Brand at Interac Association/Acxsys Corporation, also notes that “with the usage growth of digital payments increasing over the past few years, it made sense to emphasize the consumer’s control over their wallets by using their own money – especially during this time of year.”
In addition to speaking to Canadians about these new payment methods, Zak Mroueh, founder & Chief Creative Officer says the campaign “brings forth an emotional element of coming together during the holidays. It’s a great follow up from the launch of the ‘own your world’ brand evolution.”

The campaign also includes targeted and mass digital and social, along with out-of-home billboards, in-cinema takeovers, digital animated screens and banners, all emphasizing the convenience of digital payments. The campaign is being supported by a national media buy handled by Media Experts.

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