They're advertising for someone to take on 'the best job in the world'. They contend that this would consist of dicking about with the fishies and coral and generally having a good time around the Great Barrier Reef. Oh, but you do have to document it. A bit. Benefits include a million-quid beach house and respectable wage, to say the least.
"Hold on!" you cry, "this sounds like a prize, not a job!". Well, yeah, now that I read it back. But I didn't when I first saw it. I took it at face value (to my shame), because it was pitched so earnestly and well-toned. In the Vacancies section of the Metro. It's only when it reappeared as articles that I reconsidered.
Most people will have had more brains and spotted it for what it was, but there's still plenty going for this campaign:
-Its job angle seems strangely resonant considering the current employment situation.
-The idea that you actually do give something back to them adds a weight and sincerity to the proposition. It recognises the reality of the exchange - it is them who are looking for something from you.
-The uniqueness has allowed all the major press sites to pick up on it without feeling like they're prociding free publicity. Except that they are.
-It's a prize that pretty much anyone would want - and The Best Job In The World is pretty memorable. Punchy and confident.
I think this $1.7m campaign has the potential to work. It's based on a few sound insights and some cunning twists in the prize formula.
Apply at the sexual-practice-like http://www.islandreefjob.com/, and this could be your office.