Dayforce HR Technology Lets Workers Get Back to Their Passions

Dayforce, a global leader in HR technology shares its new, breakthrough spot and integrated campaign. The campaign spotlights three distinct characters, each with a surprising and delightful story serving as a metaphor for the brand's purpose to make work life better. 

The campaign is a creative breath of fresh air in a seemingly corporate space.

The spot follows three characters who are being pulled away from doing the work that they’re actually meant to do. We watch a chef, a factory worker, and a wrestler struggle with copious amounts of paperwork in their respective settings – but we all know that it has no place in a fiery kitchen, a bustling factory, or a wrestling ring. The chaos thankfully comes to a close when Dayforce steps in to save the day. 

“We’re creating moments of connection with our audiences by surfacing the emotions we all feel when we’re bogged down in administrative tasks, and can’t get to the work we’re passionate about and meant to do,” said Eric Glass, chief marketing and communications officer, Dayforce. “Our campaign addresses the importance of focusing on meaningful, purposeful work and how technology can empower us to do just that.”

The spot leans into the brand’s driving insight: that when your work routines don’t bog you down, work can invigorate life – and illustrating that through a dramatic and humorous juxtaposition while remaining relatable. 

"Complex administrative work can be incredibly time-consuming and overwhelming," says Elyse Sanders, head of strategy at Rethink. "We wanted to tap into that reality and show that it doesn't have to be that way. With Dayforce, you can do the work you’re meant to (and want to) be doing.”

“We know that funny works,” says Don Shelford, executive creative director at Rethink. “So giving audiences a variety of vignettes that are a treat to watch, and a few characters to connect with, was at the heart of developing this work.”

The scenarios aren’t only for the spot. The beloved characters will show up alongside fun lines like: “More time on lobster rolls, less time on payroll” (yes, Chef!) and “Administer pain, not paperwork” (in a wrestling ring). 

On selecting the characters, Don added, “We came at it from a visual perspective, picking professions with clear uniforms to illustrate that they are not doing what they’re meant to do.” 

Dayforce’s AOR Rethink led the campaign on strategy and creative, and Prophet on media. The 360 campaign goes live on October 21st anchored by a 60s spot, with a 30s and 15s cut down, and supported by audio, OOH, and across social.