Totaljobs.com introduces Mr Luck

Totaljobs.com has launched a humorous ad campaign introducing Mr Luck, the brand mascot.

The 30-second TV ad, created by VCCP London, features Mr Luck giving unsound careers advice to an unwitting jobseeker.

The comical ad aims to show people don't need luck to find a new job but a helpful practical website such as Totaljobs.com.

The campaign will run until 5 February across ITV channels, Channel 4, Five and digital channels on Sky and Freeview, targeting adults aged 16- to 34 years-old.

Radio ads will run across 20 regional radio stations across the UK until 18 March, with reach being focused on the North West, London, the Midlands and the South.

The creative director on the campaign was Craig Miller, who worked with the creative team Fred Rodwell and Andrew Parsons.

The production company was Stink. Media was planned and bought by Universal McCann's London office.

Caterina Masso, senior marketing manager of totaljobs.com, said: "With the help of a humorous character, the ads demonstrate that users can count on totaljobs.com for an orientating, flexible and supportive service that we continue to invest in with new products such as our map function and mobile platform.

"It's investment like this that makes us stand out from the crowd, so we've put it centre stage for our new campaign."

Craig Miller, creative director at VCCP, said: "It's tough to find a job in today’s market, and the last thing someone who’s looking for work needs is a patronising or preachy ad.

"So we set out to highlight totaljobs.com's jobseeking tools in a fun and humorous way, and show how totaljobs.com can help put jobseekers on the road to employment."

Follow Sara Kimberley on Twitter @SaraKimberley

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