In a world of layoffs, this fever dream of an ad says you don’t want that corporate job anyway

ZenBusiness launches a loud new brand campaign from Joan Creative

Published On
Feb 01, 2023

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Frustrated with the working world today? You’re not alone.

ZenBusiness, which helps you start, run and grow your own businesses from scratch, memorably addresses the quiet-quitting trend with an exuberant new brand campaign, “Welcome to the Uprising.”

A minute-long spot from Joan Creative sees an employee destroying their office—throwing computer keyboards, crashing through walls, and generally protesting their soul-sucking, dead-end corporate job. Directed by Bradley & Pablo, the spot makes good use of the throbbing track “Seize the Power” by the English group Yonaka, whose lyrics are perfect.

“We're talking to the people who suspect something may be rotten with the state of corporations,” said Jaime Robinson, co-founder and chief creative officer at Joan Creative. “So, we asked those annoying little questions that stick in your heads for days. The ones that keep you up at night ... until you carve a new path forward."

The campaign includes digital, social, OOH, video and stunt media. The OOH will intercept people on their commutes with questions like "Whose dream are you commuting to?” After launching Wednesday in Boston and Austin, the campaign breaks April 1 in New York, Atlanta and Seattle.

Founded in 2015, ZenBusiness counts billionaire entrepreneur Mark Cuban as an investor and ambassador. The company's previous work with Joan, aimed at encouraging mothers to start their own businesses, launched last September.

 "ZenBusiness has helped nearly half a million people launch a business of their dreams, and we're only getting started," said Michael Fanuele, client SVP of brand and strategy. "This campaign is an invitation to anybody who has wondered whether or not there's a job out there that might be more fulfilling than their current grind. Now is no time for quiet quitting. Now is the time to seize what's yours."