Upwork pokes fun at the old days of work by ‘resurrecting’ a CEO

Freelancing platform Upwork has found a way to poke fun at companies that are staying committed to their old ways. 

In a campaign made by creative agency Alto called “This is How We Work Now,” a dead CEO named Jack returned from the dead as his company’s current executives debate how he would have done business. 

He, in a zombie-like appearance, explained that all the old ways were made up back then. So, he encouraged everyone to make up new and better ways of working. 

After, the spot turned into a two-minute musical with Jack singing about how the old ways are “deader” than him. 

Directed by Czech filmmaker Ivan Zacharias of Smuggler, the ad encourages viewers to reinvent work so that it serves everyone. He added that what attracted him to the project is its “ridiculous, over-the-top story” that is “based on a deep human truth.”

The campaign is intended to reinforce Upwork’s brand belief that work should free human potential instead of limit it. 

“We are in the midst of a ‘work awakening,’ where people around the world are innovating their careers and exploring new ways of working,” said Upwork Chief Marketing Officer Melissa Waters. 

She added that the ad “exposes the antiquated rules of work as dead and naturally meets the moment alongside the businesses and professionals redefining work as we know it.”

Alto Founder and COO Hannes Ciatti also stated that the real insight behind the campaign is that “the old ways of working were entirely made up. So why don’t we, as individuals, make up something better?”

And we could not agree more. Looking back on the past is good. It guides current business leaders on how their companies were formed and developed. 

However, biz leaders should also know being loyal to the old ways would only halt the company’s progress. Times are changing, as do the workforce. With this, innovation is the only key for a continued patch to success within the business world.

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