Interim Services’ Help Wanted TV Recruits College Grads, Not Temps

Thanks to the thriving U.S. economy, Interim Services in Fort Lauderdale, Fla., is marketing itself as a recruiter rather than a temporary employment agency in a pair of direct response TV spots from Crispin Porter & Bogusky.
“Because the economy is so good, there aren’t a lot of people who don’t have jobs [and who will consider be-coming] a temp,” said agency senior art director Markham Cronin.
So the Miami shop uses a flock of sheep and a rat-like maze of office cubicles to reach the client’s target: college-educated men and women of various disciplines who are dissatisfied with their current jobs.
In “Sheep,” a female voiceover makes mantra-like statements such as: “I am not a Stepford worker. I am not a carbon copy.” As she talks, a solitary sheep is joined by others until an entire flock is walking obliviously along an urban highway.
Crispin Porter & Bogusky (CP&B) copywriter Scott Linnen said the concept evolved from the idea of an insomniac counting sheep, as in “that Sunday night anxiety when you have a job you don’t love.”
In “Maze,” the camera follows overhead as a man anxiously walks through a labyrinth of corporate hallways, encountering one dead end after another. A voiceover points out that Interim can “help you find a job you actually like.”
Each spot ends with Interim’s logo, Web address and toll-free number–1-800-A-CAREER. There is no tag. (“Temporary heroes” was abandoned several years ago.)
Cronin characterized the sheep and the maze as “metaphors for a career that hasn’t gone quite right.” The ads lack the heavy-sell quality of most direct-response efforts because it focuses on a brand message, he added.
Both 60-second commercials broke in late May on cable channels including CNN, CNBC, ESPN, The Discovery Channel and VH1. They will run in rotation with two others created in test last year.