For Labor Day, Metallica Remade Their 1981 'Musicians Wanted' Ad

Enter Sandman … to help recruit workers for skilled trades.

In 1981, teenage drummer Lars Ulrich took out a “musicians wanted” classified ad that led to the formation of Metallica. Now, in concert with workwear brand Carhartt, the band created a new recruitment message targeting employees for welding, fabrication, lighting, electrical, construction and related fields.

Here’s a mockup of the Regan-era original:

And here’s the reimagined ad, urging folks to visit Carhartt online for more information about Metallica’s All Within My Hands foundation, which raises funds and connects people to workforce education:

Drawing inspiration from iconic World War II “I Want You” posters, the initiative arrives amid a shortage of skilled workers in the live-events arena, where Metallica reigns as one of the world’s premiere attractions.

“Unlike the original ad placed by Lars, Carhartt placed ads in major local newspapers across the United States,” amplifying the appeal across social channels and media coverage, VP of marketing Janet Ries tells Muse.

The company developed the campaign concept with communications agency Zeno Group, chronicling its development in the project video below. James Hetfield, Metallica’s lead singer and rhythm guitar player, who responded to Ulrich’s ad 40 years ago, takes the mic as narrator:

The clip spotlights behind-the-scenes jobs that keep music headliners on the road. We see job seekers recruited by All Within My Hands building a mock Metallica set at Upstaging Inc., a production and transportation firm that helps create shows for touring acts.

The campaign arrives as the live-events industry looks to fill jobs left vacant after people were laid off due to the pandemic. It primarily targets “what we call ‘nextgen doers’—a younger, more diverse demographic that is either entering the workforce or just joined the workforce, but may not have found their calling yet,” says Jennifer Sopko, Carhartt’s director of integrated media. “We know it’s not just young people who need jobs, so this is really for anyone who is interested and willing to explore a career in the skilled trades—whether you’re right out of high school looking for a first step or changing careers.”

For Labor Day, the company will donate all proceeds from Sept. 6 sales on Carhartt.com to help provide industrial training.

CREDITS

CLIENT
Carhartt, Inc.
Vice President of Brand Creative: Brian Bennett
Vice President of Marketing: Janet Ries
Director of Art and Design: Ron Harper 
Director of Integrated Media: Jennifer Sopko
Sr. Public Relations Manager: Amy Hellebuyck  

COMMUNICATIONS AGENCY 
Zeno Group
Executive Vice President: Karyn Esbrook
Executive Creative Director: Jeremy Bersano
Senior Vice President; Leah Rosenfeld 
Lead Video Producer / 2nd Unit Director: Justin Capadocia
Associate Creative Director, Copy: Brett Williams
Senior Integrated Producer: Rob Gilcrest
Senior Art Director: Kayla Ducklo
Account Supervisor: Wes Richter
Senior Account Executive: Spencer Stewart
Senior Account Executive: Darcy Heinrichs
Assistant Account Executive: Olivia Everhart

PRODUCTION
Knack Factory
Director: Neil Shelley
Camera: Thomas Starkey, Tadin Brown
Executive Producer: Alex Steed

EDITORIAL
Zeno Group
Editor: Justin Capadocia
Assistant Editor: Miseth Luna
Graphics/VFX: Justin Capadocia
Color/Finish: Justin Capadocia
Audio: Justin Capadocia