The world's toughest job

What is the world’s toughest job? Take a look at this arduous interview process, in which 24 unsuspecting people found out.

A Boston-based agency posted this job listing online for a “director of operations” position at a company called Rehtom Inc. Make sure you see the video to the end, if you don’t its glory will be lost on you.

The job specification still managed to attract 24 applicants:

• Standing up almost all the time
• Constantly exerting yourself
• Working from 135 to unlimited hours per week
• Degrees in medicine, finance and culinary arts necessary
• No vacations
• The work load goes up on Thanksgiving, Christmas, New Year’s and other holidays
• No time to sleep
• Salary = $0

http://www.youtube.com/watch?v=HB3xM93rXbY

The cunning advert was created by Boston agency Mullen for cardstore.com, with participants getting choked up as they reappraise the job after the twist.

Even though Mother’s Day has passed, this is an excellent example of how brands can use the digital space and humans to great effect. This powerful clip is a clever piece of mastery – with a punchy conclusion that pairs the viewers attention with a real emotion – a brands most desirable asset.