LinkedIn will debut its first TV commercial during the Academy Awards on Sunday.
With the campaign, "You're Closer Than You Think," LinkedIn is looking to show how the platform can help everyone reach their potential.
The commercial, which includes a voiceover by LinkedIn CEO Jeff Weiner, grew out of NASA's decision last year to use LinkedIn to seek potential recruits for its astronaut program. LinkedIn found that a surprising 3 million members of the platform in the U.S. qualified for the openings.
"We saw the astronaut as a universal symbol of the dream job and anchoring the campaign around that story would bring it to life," Nick Bartle, VP-marketing, said via email.
The campaign is one of the first major marketing efforts by the company since combining its public relations and marketing teams into one unit. LinkedIn promoted corporate communications chief Shannon Stubo to chief marketing officer in June and hired Mr. Bartle from Apple in September.
"'You're Closer Than You Think' is LinkedIn's first-ever integrated marketing campaign and TV spot that's inspired by LinkedIn's vision to create economic opportunity for the global workforce," Mr. Bartle said. "We want this to permeate in everything we do, including helping our members find jobs, learn from influential people, build their professional brand and connect with people who can make a difference in their path."
The campaign was created in conjunction with BBDO San Francisco, while Spark handled the media buy.
Read more about the campaign on Adage.com.