For those who know me, I’m all for having fun with marketing communications to get your message across. Humor executed well and tastefully can be very valuable for a brand, including and especially in business-to-business. But this spot by TheLadders, a 100K+ job web site service, seems a little off brand to me. It would be great for Monster or CareerBuilders, but the story TheLadders has built over the years doesn’t seem to mesh well with this concept and execution. Helping find jobs for executives who make 100K+ is serious business. Let’s stick with some emotional insight that will appeal to this audience. While this is funny, it lacks the insight that will really help grow this brand.
Am I being a fuddy duddy?