Mullen ‘World’s Toughest Job’ Spot Goes Viral

By Patrick Coffee 

One day in and this Mullen spot already has more than a million views thanks to its appearance on every blog around as well as, you know, the enduring power of maternal love.

Because we’re cynical bastards who don’t fully appreciate our mothers, our favorite part of this campaign is the fact that the original fake listing supposedly scored 2.7 million impressions but only 24 applications–thereby demonstrating the incalculable value of paid placement.

We also applaud the Huffington Post for yesterday’s most blatant Upworthy ripoff headline:


“24 Applicants Were Terrified To Do This Job. Then They Found Out Why Billions Already Do It.”

Credits after the jump.

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