LinkedIn is launching its first-ever U.K. TV campaign with a spot that features real-life users talking about how they found work using the site. 

The ad, created by BMB, is debuting on Oct. 29 during the "Great British Bake Off" final, traditionally one of Channel 4's most-watched shows. It shows real members of the platform revealing what they’re searching for in a job, and how they found that job on LinkedIn.

While some of it is as straightforward as you might expect, it also features some authentic moments, from the touching to the humorous—such as a man speaking about how he was made redundant or the guy who wants to move jobs so he can get away from his parents. It was directed by Novemba via Academy Films. 

"This campaign continues to build on our 'In It Together' brand work that sought to create a new, warmer, more human feel with our members at its heart," said Ngaire Moyes, senior director, brand and communications, at LinkedIn EMEA in a statement.

“A person’s job search is completely unique to them, so we didn’t know what to expect when we asked Linkedin members ‘What are you searching for?’" added BMB creative chairman Matt Lever. "Fortunately, the responses were inspiring, moving and sometimes downright amusing. We feel like it’s a great introduction for the brand in a category so often devoid of warmth and humanity.”