The 30-second spot has been created in-house and is running on ITV, Channel 4 and Channel Five in Scotland. It will air for four weeks and is due to run simultaneously with a radio campaign in 2012.
The ad was directed by Matteo Pizzarello from an initial script developed in-house, in consultation with VCCP. Media planning and buying was handled by The7Stars.
Tariq Dag Khan, chief marketing officer at RatedPeople.com, said: "VCCP have been a great support to us throughout the process. We operate under a best idea wins policy, and they have been instrumental in helping us get to the best ideas and execute toward the best outcomes."
In October the website appointed VCCP to handle its £4m integrated account. The agency won the business after a three-month pitch process that also included DLKW Lowe, Beattie McGuinness Bungay and Tullo Marshall Warren.
RatedPeople.com was founded in 2005 by Andrew Skipwith.