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ยป Forums ยป Freelancers ยป Re: Someone actually approved this ad?
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penngrp
Community Member

Someone actually approved this ad?

upwork pic.jpgCaption Reads "Jet-pack over your skills gap with the talent on Upwork. You made big plans for 2023; now meet the people to make them happen."

 

I am sorry, but if I made big plans for 2023, this ad would not make me choose Upwork. In fact quite the opposite. 

 

 

23 REPLIES 23
6bfcdaf8
Community Member

Can you tell us a bit more? What is wrong with this ad? I know for a fact that companies have quarterly goals and they tend to get more serious about them when the quarter end gets close.


Alper D wrote:

Can you tell us a bit more? What is wrong with this ad? I know for a fact that companies have quarterly goals and they tend to get more serious about them when the quarter end gets close.


I'm afraid he is referring to photography?

He looks like one of my recent clients from california. What am i missing here? 

His facial expression makes it look like he's clueless, not somebody you would hire. And what's up with the plywood backdrop and gold cowboy alarm clock?

Am i the only one who thinks this is the "client" thinking deeply about how to accomplish q1 goals? This is not the freelancer as i understand. Think Kevin Wachtell from Better Call Saul ๐Ÿ™‚ 

I suppose I'm a little out of touch. I have no idea who Kevin Wachtell is from Better Call Saul, but I'd like to see something that looks a little more professional. This is so reminiscent of the 1970s, with the cheap looking cowboy shirt and clock and the wall that looks like plywood. I don't care for it even if he is the client. I'd like to have seen Upwork establish a more professional feel for its brand before it branched out into the corny and bizarre. I guess its too late for that. But maybe we're not yet so well known that it couldn't be corrected with some more professional-looking ads.

 

I agree with Christine that he looks a little wistful. But I'm betting he's supposed to be the freelancer soaking up instructions from a dutiful client. Of course, if that's the case, he"s communicating with the client by phone before the contract is in place and he will soon be booted off the platform.


Alper D wrote:

Am i the only one who thinks this is the "client" thinking deeply about how to accomplish q1 goals? This is not the freelancer as i understand. Think Kevin Wachtell from Better Call Saul ๐Ÿ™‚ 


Looks like a guy wondering how to answer a sales question.

I don't think so because the caption says "Meet your Q1 QBs"--that makes it appear that they are introducing the person in the photo.

What does qb refer to here? Is it a football reference quarterback? Or "Quarterly Business" Goal?

Yeah, I think it's quarterback--the key offensive player in American football.

If they're going to talk about quarterbacks (so, only Americans, and only those who follow sports, would get the reference - this is niching down, I guess?) it would make more sense to use related imagery of scoring a touchdown or something like that. Then their caption says, "Jet-pack over your skills gap", which has nothing to do with the QB reference, but they could have gone with an imaginative illustration to support that point. Even if they had used an image of a more professional-looking, go-getting freelancer, it wouldn't fit in with the text and wouldn't look eye-catching. Fail.

@Alper D

The fact that you didn't understand that immediately is part of what's problematic about it as an ad.

To me, the central issue is that the edgy/ironic humor it's meant to target can be interpretted (or misinterpretted) in a variety of ways. At least that's what I'm reading into it as a potential goal for the ad. It seems a bit too arthouse for the broad audience of clients Upwork needs to appeal to. I think I'd enjoy Upwork's recent ad campaign more if it were part of an episode of Better Call Saul or an indie film (or someone's Reddit post) than as as a real campaign. As a real campaign, I can see myriad ways for it to backfire with some clients (especially those outside the US).

My initial response is to laugh, but then I realize it's a real ad for a platform that I'm unfortunatey dependent on for at least part of my income.

This idiomatic expression covers my feelings about it:
https://en.wiktionary.org/wiki/don%27t_**bleep**_where_you_eat

I do think it looks like the client, but I also think it makes the client look like a dope with no money who can't afford to hire anyone. Clients identify with ads when they see themselves. This doesn't look like any of my clients. So maybe they are trying to attract dopey clients?

Yeah, but Upwork is supposedly a global platform, and it should be trying to cater to a broad global audience (or at least not actively working to put certain types of clients off). I have clients who would get the ironic visual commentary immediately, but I also have clients who likely wouldn't. Not everyone who does business on Upwork is a California startup.

I'm not at all comfortable with the concept that Upwork is making choices for me about which stream of my potential clients it's interested in catering to (people who get the joke) and which stream of my potential clients the ad department has decided they can burn off for me (people who don't get the joke). If these ads have been tested, I wonder if they're monitoring the response from clients outside the US (and I'd be interested in finding out what the response is in different markets).

The upside is that if clients do make it past the ads, we know they'll be able to handle pretty much anything.


penngrp
Community Member

To me the photo says 1970's bowling team member. It, at least to me, does not give the idea of "here is a guy who will make my plans a reality"

elisa_b
Community Member

I always thought that Italian ads generally suck, but boy this one is an eyesore 

8fab03d6
Community Member

I think it's all been said. Very tacky and unprofessional. Message confusing. Uses too many unfamiliar terms: QI, QB, jet-packing. Huh?

bobafett999
Community Member

Better than those zombie ads!

This is just a  young (ish) zombie ad. There this guy hanging on to a vintage phone, who may or may not be interacting with a client, but he is clearly bored, whistling under his breath and twiddling a pencil - a pencil? - what no PC or laptop?  Behind him are some faux box files apparently pasted to the  plywood walls and an incongruous gilt clock.   

 

It has to be one of the most amateurish, sluggish and boring ads, ever to be created. 

How about we start a chain here? Share your best ad photo candidate of a freelancer (from google images maybe?). I hope it doesnt violate anything. Or we could pose as the best version of a freelancer ourselves ๐Ÿ™‚

the-right-writer
Community Member

Is this the clueless client who came from the 70s? Or is this the talent from a bygone era? Everything is outdated. Q1 is first quarter, but what are QBs? Do we have quarterbacks freelancing now? Is this some sort of "we have the captain of the team" ad? Or are they replaced by the Jetsons with their jetpacks. Again, old outdated references. I'm not exactly sure what their message is, but it's a mess. Why don't they hire some of the talented freelancers from the platform? I hate to see advertising that affects me being done so terribly. Couldn't they find a mock-up desk and wall?

david_fallows
Community Member

Wow. A freelancing platform with an absolute ton of top-quality creative talent and this is what's used as an advertisement.

 

Nice to see all the money being made from connects/boosts being put to good use! Whoever produced this must have been trolling.

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