HR tech firm Dayforce is attempting to differentiate itself as well as spread the word of its new rebrand, with a hero spot featuring a Luchador wrestler overwhelmed with paperwork.

The new campaign shows Dayforce helping a wrestler, a chef and a factory worker who are buried by stacks of documents, leaving them to “do the work they’re meant to do.”

Eric Glass, chief marketing and communications officer with Dayforce, tells strategy the spot aims to connect with its “audiences by surfacing the emotions we all feel when we’re bogged down in administrative tasks, and can’t get to the work we’re passionate about.”

It’s the first major brand campaign for Dayforce after the company rebranded from Ceridian earlier this year. While the company has been in the HR space for decades, many stakeholders aren’t aware of the brand, Glass explains. It’s also part of a larger strategy to differentiate itself in the highly competitive human capital management space that includes Oracle, SAP SuccessFactors and ADP, Glass adds.

The new tagline gives Dayforce the chance to tell stories in a broad yet relatable way, Glass adds. “We can go in many different directions, because we are talking about the world of work,” he says. “We want to reach more of the C-Suite leaders, and arguably every organization is focused on how to get more productive, more efficient.”

Rethink is Dayforce’s AOR and Prophet is handling media. The 360 campaign goes live this week, anchored by a 60-second spot, with cut downs of 30- and 15-seconds. It’s also supported by TV, connected TV, audio, OOH and across social, particularly LinkedIn.

The U.S. market is Dayforce’s primary focus, and the brand will target media like Bloomberg and CNBC, as well as ESPN and USA Today Sports.