CareerBuilder – Go Fish
The video in question is a creatively executed commercial for CareerBuilder, ingeniously set in a kitchen where two African American men share a moment that cleverly intertwines the mundane with the transformative potential of CareerBuilder's job search platform. The scene opens with one man, donned in a green vest, meticulously preparing a meal in a microwave, a symbol of the quick, yet often unsatisfying solutions we resort to in life. His companion, sporting a blue shirt adorned with the CareerBuilder logo, represents the solution to a more significant, life-altering quest – finding the right job.
The dialogue is rich with subtext, beginning with a casual yet poignant "Yes!" which can be interpreted as the affirmation many seek in their professional lives. The conversation that unfolds is a masterful blend of humor and reality, touching upon the need to stay late – "some overtime on your overtime" – a situation too familiar to many. The mention of tilapia, prepared in the microwave and described with a mix of affection and resignation, serves as a metaphor for the jobs many people find themselves stuck in: convenient but far from fulfilling.
The commercial shines in its ability to relate to the viewer on multiple levels. The humor is relatable and down-to-earth, making the message accessible without diminishing the importance of the service CareerBuilder offers. The mention of "I got enough to share if you want" extends beyond the offer of food, symbolizing CareerBuilder's role in providing access to opportunities that many might feel are out of reach.
From a marketing perspective, the video is a triumph. It leverages everyday scenarios to highlight the ease and accessibility of using CareerBuilder. The tagline "Upload your resume. It's that easy." is not just a call to action but a reassurance that the path to a better job doesn't have to be complicated. The choice to feature African American characters in a positive, relatable setting also speaks volumes about the company's commitment to diversity and inclusion, making the platform appealing to a broad audience.
In summary, this CareerBuilder commercial is a well-crafted piece that effectively communicates its message through relatable humor, clever symbolism, and a clear call to action. It stands out for its ability to connect with the audience on a personal level, making the prospect of job searching less daunting and more accessible. The video does an excellent job of marketing CareerBuilder not just as a tool for job searching but as a catalyst for positive change in one's professional life.
