Toronto employment law firm Whitten & Lublin is putting bad bosses in its crosshairs.
A recent survey commissioned by the firm found that 82% of people left their job because of a bad boss, but only 9% sought help from an employment lawyer to handle it.
The firm responded to this finding with a campaign called “Bad Bosses Hate Us,” which creatively subverts expectations of the legal category, showing an egomaniacal CEO frustrated by Whitten & Lublin empowering his underlings.
“There are a lot of great bosses,” says Whitten & Lublin CMO, Maria Melo-Boone. “But there are also some bad ones who create toxic environments and don’t follow the law when dismissing employees. This campaign is a way to show potential clients we’re here to help.”
In addition to the hero spots, there is also a series called “Bad Bosses Read Good Reviews,” featuring disgruntled CEOs offering mock commentary.
The campaign, by One Twenty Three West, with media support from iProspect and Dentsu Canada, launches this month and will be supported across connected TV, Spotify, online and social.
Scot Keith, the shop’s CEO, president and founder, tells strategy the agency won the remit four months ago, and that the campaign is the first ever by the firm, timed to coincide when fall business ramps up. Keith adds that the videos and radio ads are being targeted to a business audience.
