# Incompetent Attendant Campaigns These Sage Print Ads Showcase Peculiar People By Emily Evans | Published 2011-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sage-print-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/sage_lifeguard) & [sagesoftware.au](http://www.sagesoftware.com.au/) Having the wrong person to do a specific job -- like showcased in these Sage print ads -- can be a real let down. For jobs as niche as a jockey it's ever-so-important that the employee fits the mold. These humorous ads were done by advertising agency BrandMatters in Australia. The ads showcase the innovative nature of the Australian brand's computer software. The text included in each of these Sage ads states, "Having the wrong software is like having the wrong people" -- and these people are certainly wrong! From a large jockey rider to a run-down waiter and a courier who looks as lost as can be -- these Sage print ads are totally humorous and do a good job when it comes to marketing. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 10% | Activity: 4% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Niche Job Fit:** Opportunity for software that matches employees with niche job requirements - **Humorous Advertising:** Opportunity for brands to use humor in marketing campaigns - **Competency Analysis:** Opportunity for software that analyzes employee competency for job suitability ### Industries Being Reshaped - **Human Resources:** Industry can benefit from software that helps match employee with niche job requirements - **Advertising and Marketing:** Industry can benefit from brands using humor in their advertising campaigns - **Technology:** Industry can benefit from software that analyzes employee competency for job suitability ## Related on Trend Hunter - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Humorous Fun-Forward Ads](https://www.trendhunter.com/trends/six-flags.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Cheeky Job Advertisements](https://www.trendhunter.com/trends/ranch-hand.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Humorous Losers-Focused Campaigns](https://www.trendhunter.com/trends/league-losers.md)