In the dynamic realm of career placement, Kelly, a workforce solutions provider, is breaking through conventional barriers with their latest ad, “Sonic Boom,” crafted in collaboration with the innovative agency Erich and Kallman.
The storyline unfolds against the backdrop of a shifting job market, where traditional staffing agencies face obsolescence amid platforms like Indeed and LinkedIn. Seeking to redefine their role and position themselves as the gateway to boundless career options, Kelly enlisted the expertise of Erich and Kallman, renowned for their vibrant and memorable campaigns.
“Sonic Boom” kicks off with a jet slicing through the clouds, serving as a playful metaphor for the transformative power of a life-changing job offer. The scene transitions to an employer extending a hand to a potential new hire, only to be engulfed by high-speed tailwinds as they finalize the offer. A voice-over emphasizes the metaphor, stating, “Sound barrier go boom. Career barrier go boom.”
Pat Newman, Creative Director at Erich and Kallman, shared insights into the campaign’s concept, stating, “The brand team at Kelly wanted to convey that they can help individuals overcome limitations and career barriers. We drew inspiration from one of humanity’s greatest achievements—the breaking of the sound barrier—to visually represent the pivotal moment when someone accepts an opportunity that transforms their lives.”
Kira Carfagnini, Director of Brand at Kelly, highlighted the human-centric approach, distinguishing Kelly from AI-powered applicant tracking systems. She stated, “Unlike AI-powered systems, Kelly is run by humans who delve beyond the surface. Our brand campaign aims to set a transformative tone, positioning us as a catalyst for future opportunities. The work delivered by Erich and Kallman affirms that, with the right recruitment partner, possibilities are limitless.”
The creative execution of the sonic boom concept was entrusted to award-winning director Filip Nilsson and the team at Object & Animal. VFX and post-production were seamlessly handled by A52, with editing masterfully executed by Haines Hall at Rock Paper Scissors. The audio landscape was crafted by M Squared Productions, complemented by music from Mophonics, adding a sonic dimension to the visually compelling narrative.
Agency: Erich and Kallman
Direction: Filip Nilsson at Object & Animal
VFX / Post-production: A52
Editing: Haines Hall at Rock Paper Scissors
Audio: M Squared Productions