Anduril, the military contractor, has a message for potential employees: Don’t work here

Reverse psychology is always a solid advertising strategy, and it’s put to good comic use in a new employee recruitment campaign from Anduril Industries, the defense technology company specializing in advanced autonomous systems. The campaign kicked off last week with a series of seemingly rogue posts on X from an Anduril employee complaining about how hard the job was. These turned out to be a teaser phase for the video above, in which a man—three months into his job at Anduril—continues the theme of advising people to avoid the place at all costs. palmer just told me he wants a working prototype of “the big robot from pacific rim” by friday fml The video does a nice job of showing off some of the Anduril technologies, and includes a cameo from founder Palmer Luckey in one of his trademark Hawaiian shirts. (Luckey founded Oculus before shifting to defense work.) The campaign also includes graffiti-tagged “Don’t work at Anduril” outdoor ads in Atlanta, Boston, Seattle and near key universities and tech campuses, as well as similiar messaging from Anduril recruiters on LinkedIn. All creative work was done in-house. Anduril is recruiting for over 650 open roles. The film has surpassed 6 million views across platforms in a week, and Anduril has already experienced an over 30% increase in job applications. The work was led by Jeff Miller, Anduril’s first VP of marketing, who joined last May, and Jen Bucci, VP of design. See more assets below. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Anduril, the military contractor, has a message for potential employees: Don’t work here

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