Ames Scullin O’Haire Is on the Job for Randstad

As a rolling sphere searches through a maze of beige, a voiceover speaks: “A brighter way to a better job.”

That is the promissory message to job seekers in Randstad North America’s first national advertising campaign.

Created by Ames Scullin O’Haire here, cable television, radio, print and outdoor advertising for the estimated $10 million account repositions the Atlanta-based Dutch subsidiary as an A-to-Z employment resource, a shift away from its roots as a temporary service specialist.

Television breaks this week on 22 cable stations including TNT, USA, TBS, MTV, Fox Family and News Channels, ESPN and MSNBC. Print ads will appear in BusinessWeek, People, Time, Sports Illustrated, USA Today and a number of employment trades.

Outdoor and radio efforts will be limited to Atlanta.

The 10- and 30-second TV spots target audiences ranging in age from 18 to 65, a market so broad it posed a challenge to the agency.

“It’s easy to talk about jobs, but once you represent people in a spot, your audience will only relate to the person they’re watching,” said Patrick Scullin, agency executive creative director.

The new spots use an engaging female narrator, but show no humans. Instead, a black-and-white fingerprinted sphere rolls through a maze, emerging, by way of the Randstad prism, into the light.

“The maze represents all the places you could fall into, but not be where you belong,” said Scullin, who worked on the computer-generated pieces with Brent Gardy and Michael Pond of Click 3X in Atlanta.

Ames Scullin O’Haire won the account two years ago to become Randstad North America’s initial lead agency.

Previous advertising projects for the subsidiary, which reports net revenue of $1.5 billion, were done by Brighthouse in Atlanta.