In this time of economic hardship, it's nice to know that not just investment banks are getting a handout. Well, in a way.
Remember a time when you could afford the ballet? Now you no longer need to spend the big bucks; just turn on your TV (or, more realistically, get on the internet) for Train to Gain's "Hand Ballet" commercial. The Learning and Skills Council launched a £2.4 million campaign to preach the benefits of training employees instead of cutting back. The government is fighting for your job! Hallelujah.
Train to Gain is a government-funded program to provide training to employees in the UK, particularly those over 25 without academic qualifications.
While a stunning piece of visual work, the commercial doesn't seem relevant to the message: "Our future. It's in our hands." Except that the dancers have hands. Doesn't it seem to be more about the arm movement anyway? It wants to explain why employee training is a positive company initiative, particularly in a financial crisis: not only does it provide employees with the skills to help an organization run more smoothly by reducing extra expenditures caused by inexperience, but it can also boost moral by letting employees feel their company is investing in them. The agency, Leo Burnett, turned out some nice work, however, the creative misses the mark in communicating the services Train to Gain provides and the reasons they are useful. When it comes down to it, the program and the ad just don't go hand in hand.