CareerBuilder Viral Makes a Geezer Out of You

Hoping to Repeat Success of Monk-e-Mail, Job Site Launches Age-o-Matic

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CHICAGO ( -- Careerbuilder last year got more than 12 million people to e-mail talking-chimp greetings to their friends. This year the online job-listings site is banking on technology that can "age" your friends and enemies by 50 years in a bid for a repeat viral smash.
Age-o-Matic -- which, like Monk-e-Mail, was developed by Cramer-Krasselt, Chicago -- asks users to upload photos of themselves, or others, to see what the faces in them will look like in 2057, depending on adjustable job-related aggravation settings. Users can then e-mail the final, altered picture to whomever they like.

Because we could
In an attempt to test the application -- and because we could -- Advertising Age decided to apply the aging process to some of the faces that frequently grace our pages.

The results: Not pretty.

The 2057 version of Crispin Porter & Bogusky Creative Chief Alex Bogusky is creepier than his agency's recent reincarnation of Orville Redenbacher. And we're fairly sure if we had published the Julie Roehm result, it would give her license to sue us once she gets done with Wal-Mart.

Add enough people into the mix -- we'll share with you the results for BBDO's Andrew Robertson and Procter & Gamble's Jim Stengel for good measure -- and certain aging patterns emerge. Most men, for instance, tend to resemble an emaciated Dick Cheney with sunspots.

The viral effort is an attempt by Cramer-Krasselt to build on its office-chimps campaign. Those ads were based on the premise that annoying co-workers (a "bunch of monkeys") could inspire someone to seek a new job. CareerBuilder's campaign abandons the chimps and instead focuses on how a certain job -- or boss -- can make someone feel old.

"This is the sweet spot for viral marketing," said Creative Chief Marshall Ross. "The entertainment value is high while still being a highly strategic fit for the CareerBuilder brand."
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