This Ad Is Getting Roasted by Overworked Millennials

March 9th 2017

Millennials are tired — and judging by their reaction to a new ad campaign, they don't find it amusing or laudable.

The millennial generation is most likely to forfeit time off to be at work, and the leading participant in the so-called gig economy, where apps and part-time jobs replace the security and benefits of full-time employment.

Millennials are also making 20 percent less than what Baby Boomers were making when they were the same age, despite being more educated. That's why a new advertising campaign by freelance marketplace Fiverr is striking some as a glorifying millennial exhaustion (and exploitation).

The ad went viral after it was tweeted on Wednesday. It features a frazzled young woman with a vacant stare under the words, "You eat coffee for lunch. You follow through on your follow through. Sleep deprivation is your drug of choice. You might be a doer."

People have not taken this as a compliment, instead seeing it as reinforcing the notion that most millennials don’t work hard enough.

The advertisements are a part of a campaign called In Doers We Trust that casts the gig economy in individualistic terms, its participants portrayed as overworkers and hustlers instead of struggle young peole with no better option.

Fiverr's Global Head Of Digital, Chris Lane, explained to ATTN: the thinking behind the campaign:

Our campaign is all about celebrating the entrepreneurial spirit, taking action and doing what you want to do with your life. The campaign was born out of a large amount of research we did about who our community is comprised of and what makes up the bootstrapped entrepreneurial mindset - flexibility, rapid experimentation, and doing more with less."

We want people to get out of their comfort zones, challenge them to think about their lives and if they are doing everything they can to achieve success. The storytelling pushes against bureaucratic overthinking, analysis-paralysis, and the kind of excessive whiteboarding too many of us associate with corporate meeting rooms all over the world.

With a diverse set of subjects, our creative highlights how anyone with an idea can work to make it a reality with the right amount of dedication.

As attested to by millennials on Twitter, the gig economy isn’t as thrilling as advertised. According to a 2016 Pew Research Center study, the majority of gig workers have household incomes of less than $30,000.

Gig work is growing but the work involved is just not that great. As Harvard Business Review notes, the work does not pay well and offers no benefits or protections for employees. Gig work is essentially a “bad job,” according to Harvard, akin to fast-food or retail work. And the behaviors that advertisers are romanticizing are a dangerous symptom of this trend.

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