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Equal Pay Day “Shitty Jobs” 2019

Equal Pay Day “Shitty Jobs” (2019) is an Equal Pay Day commercial directed by Lionel Goldstein, produced by CZAR. It won one award: Eurobest 2019 Bronze Film Craft A08: Use of Licensed or Adapted Music.

A satirical ad uses a song about "manly men" doing "manly" jobs to highlight the absurdity of gender roles and the gender pay gap, culminating in a call for equal pay.

Video: mortierbrigade on Vimeo

Shot by shot

  1. A male roofer in a green jacket and grey pants works on a steep roof, with a village and green hills in the background on a cloudy day.© Equal Pay Day0:00
  2. A bald man in dirty work clothes holds a red toolbox and stands outside a building as another man exits through a wooden door.© Equal Pay Day0:05
  3. A bald man, covered in dirt and grime, aggressively eats a sandwich in a dimly lit, messy interior.© Equal Pay Day0:12
  4. A man in a striped shirt and dark pants carries a stack of papers while standing on a wooden ladder in a cluttered archive room.© Equal Pay Day0:19
  5. A man in a green shirt and dark pants is seen through a doorway, moving a wooden ladder in a cluttered archive room filled with shelves of files and boxes.© Equal Pay Day0:25
  6. A man in glasses and a striped sweater is seen from the side, leaning against a dark surface with a wooden ladder in the foreground, in a room with shelves of boxes.© Equal Pay Day0:31
  7. A close-up shot shows a horse's leg with a plastic bag attached, collecting fluid, while a person in jeans stands nearby in a dimly lit stable.© Equal Pay Day0:35
  8. A bald man in a dirty uniform cleans a disgustingly overflowing toilet while another man in glasses watches him in a public restroom.© Equal Pay Day0:45
  9. A bald, nude man with glasses kneels on a red patterned rug, stretching his arm upwards in an art studio.© Equal Pay Day0:52
  10. A man with glasses and a bare chest grimaces while raising his arm, possibly applying deodorant, in an interior setting.© Equal Pay Day0:56
  11. A woman with dark red hair and a teal shirt looks up while working on a loom in a dimly lit studio.© Equal Pay Day1:02
  12. A man in a striped sweater and dark pants crawls on his hands and knees down a narrow aisle between tall shelves filled with cardboard boxes in an archive.© Equal Pay Day1:11

Stills © Equal Pay Day. Made by CZAR and Lionel Goldstein.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Men doing "shitty jobs" to highlight the gender pay gap.

Tagline: “Manly men aren't afraid of shitty jobs. Like the shitty jobs at home. Share the work and close the gender pay gap.”

satirical songexaggerated masculinityironic contrastgross-out humoreveryday strugglescall to action

The cut

Length
90 s
Shots
47
Average shot
1.9 s

What creatives use Equal Pay Day “Shitty Jobs” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Equal Pay Day “Shitty Jobs”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A male roofer in a green jacket and grey pants works on a steep roof, with a village and green hills in the background on a cloudy day.© Equal Pay DayA bald man in dirty work clothes holds a red toolbox and stands outside a building as another man exits through a wooden door.© Equal Pay DayA bald man, covered in dirt and grime, aggressively eats a sandwich in a dimly lit, messy interior.© Equal Pay DayA man in a striped shirt and dark pants carries a stack of papers while standing on a wooden ladder in a cluttered archive room.© Equal Pay Day
    Frames from Equal Pay Day “Shitty Jobs”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Equal Pay Day “Shitty Jobs” in order, with its length, framing and what happens in it.

    A male roofer in a green jacket and grey pants works on a steep roof, with a village and green hills in the background on a cloudy day.© Equal Pay DayA bald man in dirty work clothes holds a red toolbox and stands outside a building as another man exits through a wooden door.© Equal Pay DayA bald man, covered in dirt and grime, aggressively eats a sandwich in a dimly lit, messy interior.© Equal Pay DayA man in a striped shirt and dark pants carries a stack of papers while standing on a wooden ladder in a cluttered archive room.© Equal Pay DayA man in a green shirt and dark pants is seen through a doorway, moving a wooden ladder in a cluttered archive room filled with shelves of files and boxes.© Equal Pay DayA man in glasses and a striped sweater is seen from the side, leaning against a dark surface with a wooden ladder in the foreground, in a room with shelves of boxes.© Equal Pay Day
    Length: 90 s · Shots: 47 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a exaggerated masculinity

    Before you present an idea, you need to know who has done it, and how.

    Equal Pay Day “Shitty Jobs” is built on a exaggerated masculinity. Search the library by idea to see every spot that uses it.

    Old Spice “Smell Legendary”© Old SpiceTide “It's Another Tide Ad”© TideUnilever “Dove Men Care”© UnileverMateo’s Gourmet “Sunbathing”© Mateo’s Gourmet
    Old Spice · Tide · Unilever · Mateo’s Gourmet

More commercials by Lionel Goldstein

Award-winning public service & ngo commercials

  • WWF "In Hot Water" (2025) commercial still© WWFWWF “In Hot Water” 2025Dir. Yannis Konstantinidis · NOMINTClio Awards Grand Prix 2025
  • Fire and Emergency New Zealand "You’re Cooked" (2024) commercial still© Fire and Emergency New ZealandFire and Emergency New Zealand “You’re Cooked” 2024Motion SicknessEffie Awards Grand Prix 2024
  • truth "Depression Stick" (2023) commercial still© truthtruth “Depression Stick” 2023Mojo SupermarketEffie Awards Grand Prix 2023
  • New Zealand Government "Unite Against COVID-19" (2022) commercial still© New Zealand GovernmentNew Zealand Government “Unite Against COVID-19” 2022Clemenger BBDOEffie Awards Grand Prix 2022
  • OCEDEL "Firefly Man" (2016) commercial still© OCEDELOCEDEL “Firefly Man” 2016Dir. Wataru Sato · DRILLAdFest Grand Prix 2016
  • Epuron / German Ministry for the Environment "Power Of Wind" (2008) commercial still© Epuron / German Ministry for the EnvironmentEpuron / German Ministry for the Environment “Power Of Wind” 2008Dir. The Vikings · Nordpol+Eurobest Grand Prix 2007

Questions

Who directed the Equal Pay Day “Shitty Jobs” commercial?

Lionel Goldstein directed it, produced by CZAR.

What awards did Equal Pay Day “Shitty Jobs” win?

1 awards, including Eurobest 2019 Bronze Film Craft A08: Use of Licensed or Adapted Music.

What is the tagline of Equal Pay Day “Shitty Jobs”?

“Manly men aren't afraid of shitty jobs. Like the shitty jobs at home. Share the work and close the gender pay gap.”

Sources for the credits and awards

The Work