Dayforce, a human capital management (HCM) company, has unveiled a new advertising campaign titled “Do the work you’re meant to do.” The campaign, which launched on Monday, October 21, features television and out-of-home (OOH) ads across major U.S. cities, including New York, Chicago, and Atlanta.
The initiative highlights how Dayforce’s technology can simplify HR operations, helping employees focus on more meaningful work rather than getting bogged down in administrative tasks. Eric Glass, Dayforce’s Chief Marketing and Communications Officer, said the campaign aims to connect with workers on an emotional level, addressing frustrations with inefficiencies in the workplace.
“We’re creating moments of connection with our 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 and meant to do,” Glass said.
The campaign, developed with creative agency Rethink, includes a mix of television commercials, digital ads on platforms such as LinkedIn and Meta, and podcast promotions. The ads use humour to show how technology can streamline work processes and free up time for more engaging, purposeful activities.
The OOH displays, located in high-traffic areas such as Grand Central Station and Penn Station in New York City, aim to entertain while showcasing the struggles workers face in making time for meaningful work.
This is Dayforce’s first campaign following the consolidation of its global brand under one name. The company, which offers an integrated platform for HR, payroll, and workforce management, says it continues to focus on helping organizations unlock the potential of their people.
The campaign also marks the first collaboration between Dayforce and Prophet, the company’s new media strategy agency.