A trans staffer flees a hostile work environment in this job search ad with a twist
Argentina's ZonaJobs is back with another take on the changing world of work
Apr 11, 2018
Transgender actor Mariana Gersio PeÃ±a plays an office worker struggling with prejudice in a new spot from Argentine jobs search site ZonaJobs--but the ending may take you for suprise.
The brand entertained us last year with an ad about a middle-aged guy struggling to work with millennials. The latest ad shows Juana, the frustrated staffer, trying to cope with what seems to be a somewhat hostile work environment. We hear that her colleagues are annoyed by her, frown when she walks into a room and keep asking her to change. Finally she switches employers thanks to ZonaJobs and is much happier at her new office--where, she finally reveals, people don't get worked up about her tardiness.
Once again, the campaign sees the Navent-owned brand trying to take a look at issues that are important to younger generations in terms of labor trends. The spot aims to highlight inclusion and diversity and show that the world of working talent does not have a single face.
It's the first work from FCB&FiRe, the Buenos Aires-based agency opened in January as an alliance between FCB and FiRe Advertainment, specializing in content for the Latin and U.S. Hispanic markets. It was directed by Pepe Puenzo and Federico FrÃ¡gola.