Leith launches new s1 Jobs ad with cycle sensation MacAskill
s1jobs has launched a new campaign showcasing the talents of Scottish cycling sensation Danny MacAskill.
The campaign, launched today with the theme ‘Love your job’, appears on TV and in an extended YouTube version and shows MacAskill performing a jaw dropping series of stunts on his less than ordinary journey to work. The ads were filmed in Aberdeen, Edinburgh and Glasgow.
MacAskill unexpectedly took the internet by storm after posting a video of himself performing street trials stunts around Edinburgh. The footage has since been viewed nine and a half million times.
The s1jobs campaign was developed by The Leith Agency, produced by The Gate Films and directed by Mark Jewitt. Media is by The Media Shop Scotland.
David Craik, Head of Marketing at s1 said: “The first time we saw Danny’s YouTube video we were blown away. He’s an incredible Scottish talent, which when you think about it is what s1jobs is all about. So we wanted to create a campaign that would showcase Danny doing his thing, without too much interference from us. We’re delighted with the results.”
Brian Coane, partner at The Leith said: "The brief from s1 was to create a campaign showing that the right job can make your life better. Work is a hugely important thing in most people’s lives and having a job you love going to is an amazing thing for a lot of people. Using Danny MacAskill to create a joyful journey to work summed up the mood of looking forward to the day ahead rather than taking a more negative approach typical in recruitment advertising."
MacAskill said: "I'm really excited about the advert, I was allowed to choose some of the wilder things I wanted to try and it looks amazing.”
The Love your job campaign also features imagery by up and coming Scottish photographer, Jane Stockdale and music by Glasgow band Aereogramme. The track is called ‘Barriers’ and is available on iTunes.
The extended YouTube film can be viewed here.
The TV ad can be viwed here.