Sonic Boom

Boom! Job Seekers Break Sonic Career Barriers in Kelly’s New Jet-Fueled Spot, Powered by Erich and Kallman

For a recruiter, there’s nothing like the rush of helping someone break into a new career, one better than they had ever thought possible. In “Sonic Boom,” a new ad for workforce solutions provider Kelly the power of a life-changing job offer rivals a jet breaking the sound barrier.

The Backstory
Staffing agencies have grown increasingly obsolete in the age of Indeed and LinkedIn.

To usher them into the future and position themselves as the gateway to limitless career choices, Kelly worked with Erich and Kallman, the independent, award-winning agency known for campaigns that are fun and unforgettable. Leaning into a humorous, not-so-subtle metaphor, “Sonic Boom” opens with a jet whizzing through the clouds, then pans down to an employer seated across from a prospective new hire. As the two shake hands on an offer, they’re instantly blasted by high-speed tailwinds. A voice-over narrates the action, explaining: “Sound barrier go boom. Career barrier go boom.”

“The brand team at Kelly wanted to let people know they can help them break through limitations or career barriers,” said Pat Newman, Creative Director at Erich and Kallman. “So we turned to one of the greatest barriers mankind ever overcame: the sound barrier. From there, it was off to the races. We strove to create a visual representation of the special moment someone accepts an opportunity that changes and improves everything about their lives.”

“Unlike AI-powered applicant tracking systems, Kelly is run by humans who look beyond the surface,” said Kira Carfagnini, Director of Brand at Kelly.. “We wanted a brand campaign that set a transformative tone, defining us as a place that fuels future opportunities. The work Erich and Kallman delivered shows that with the right recruitment partner, together, you’re limitless.”

Behind the creative
When it came to reimagining what a sonic boom would look and sound like for people overcoming professional barriers, award-winning director Filip Nilsson and his team at Object & Animal were the perfect candidates for the job. VFX and post-production were handled by A52, with editing by Haines Hall at Rock Paper Scissors. Audio and music were provided by M Squared Productions and Mophonics, respectively