CareerBuilder Reads the Signals | Adweek CareerBuilder Reads the Signals | Adweek
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CareerBuilder Reads the Signals

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NEW YORK CareerBuilder.com will break a 60-second spot during the third quarter of the Super Bowl. Titled "Tips," the ad humorously presents reasons why it might be time to get a new job.

The clip begins with a narrator explaining that it can be difficult to know when a switch is needed. It then lists clues such as, "If you hate going to work everyday," as a woman drives into a parking lot and screams. A voiceover adds to the list -- and the reasons are paired with comical images such as a Speedo-wearing, toe-picking co-worker.

The spot ends with the tagline, "Start building," which was introduced on last year's Super Bowl as part of the first campaign for the brand via Wieden + Kennedy, Portland, Ore.

TV, print and online elements are in the mix for the latest push. A viral component that launches Monday invites visitors to access anonymoustipgiver.com to send animated tips to friends and co-workers.

"We see a clear return on investment each year from the Super Bowl, with a multi-month surge in job-seeker traffic and job applications, as well as increases in employer job postings and strengthened brand awareness," said Richard Castellini, chief marketing officer at CareerBuilder.com.

In the three months following its Super Bowl appearance last year, the company said it saw a 68 percent increase in job applications and a 10 percent increase in site traffic.

The client routinely spends more than $40 million annually in traditional measured media, per Nielsen Monitor-Plus.

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