Dayforce releases new commercial
By Rob Bale
Dayforce, a company specializing in human resources software, has released a new commercial as part of its ongoing “Do the Work You’re Meant to Do” campaign, which began in 2024. Developed by Rethink, the 30-second ad depicts office workers struggling to carry oversized briefcases. They are contrasted with another worker carrying a tiny briefcase, symbolizing how Dayforce has lightened his workload. The new phase of the campaign also includes three 15-second versions of the ad. It consists of television, online video, out-of-home, social media and digital advertising. Media work is being handled by Prophet.
“In a category where many brands can feel similar, it can be challenging to stand out,” said Don Shelford, executive creative director at Rethink. “To help Dayforce do just that, we created a deeply cinematic tone and quality where big emotions could speak for themselves. We aimed to delight audiences with the absurd touches of big and small briefcases played in a totally dry, straightforward way.”