More and more brands are subtly levering jobs to be done in their ad campaigns - from cars to laptops, there are examples (good and bad) everywhere. Tell us the best ones you’ve spotted in the wild.
Zoom at the beginning of the pandemic talked about “connecting remote workers” and now say “We help you express ideas, connect to others” they rarely talk about reliable video conferencing with breakout rooms. Fantastic Jobs To Be Done copy.
I really like this ad from Ikea.
People like Ikea products because they are good value and keep up-to-date with the latest interior design trends. There is one snag though - you’ve got be fairly confident in your DIY skills. This campaign addresses the fact that their assembly service can help you muddle through the agony of putting together an Ikea product. I think it’s genuis!
Absolutely love this topic — it’s fascinating how well-crafted JTBD messaging can shift an entire campaign’s impact. One that stood out to me recently was a home renovation brand subtly tapping into the emotional “job” of making a house truly feel like home, not just improving aesthetics. It reminded me of how service providers like Interior Design Charleston position their work — not just as decoration, but as solving the job of comfort, identity, and functionality all at once.