Ad of the Day: Adobe Knows What Your Marketing Is Doing, Even When You Have No Clue
A mysterious traffic surge is not what it seems. If you're at Advertising Week in New York this week, chances are you'll see this new Adobe commercial quite a bit. The good news is, Goodby, Silverstein & Partners has produced another winner for the company. The spot, for Adobe Marketing Cloud services, will run at 64 seminars and events during Advertising Week, and is also airing all this week on CNBC and Bloomberg. (It's Adobe's first TV buy in 10 years.) And it humorously makes the case that the Marketing Cloud's suite of services—from campaign analytics to a media optimizer and more— could help you avoid disastrously misinterpreting your customer data and give you a better handle on just who, exactly, is clicking on those banner ads of yours. The fictional product in the spot—a set of hardbound encyclopedias—is the kind that seems eminently unlikely to enjoy a sudden sales spike. But that's just what happens— or at least, it appears to. The punch line at the end of the ad reminds you not to make too many assumptions where your marketing is concerned. "Do you know what your marketing is doing? We can help," says the copy at the end.
The new ad follows a great spot from last winter—it aired right after the Super Bowl— in which a chimp and a horse discussed how ludicrous it can be to shell out millions to advertise on the big game. Adobe says that first campaign targeting marketers helped drive a 25 percent increase in Adobe's digital marketing business, which now represents 25 percent of the company's total revenues. Adobe is also running a full-page ad in the media section of The New York Times today.
CREDITS Client: Adobe Campaign: Do You Know What Your Marketing Is Doing? Ad Agency: Goodby, Silverstein & Partners Creative Department Partner: Rich Silverstein Associate Creative Director: Will Elliott, Patrick Knowlton Art Director: Nick Luckett Copywriter: Drew Burton Production Department Broadcast Producer: Sara Krider
Account Services Department Associate Partner: Todd Grantham Account Director: Joel Giullian Account Manager: Melody Cheung Assistant Account Manager: Laura Black Business Affairs Business Affairs Manager: Chrissy Shearer Outside Vendors Production Company: Prettybird Director: Isaiah Seret Co-Founder/Executive Producer: Kerstin Emhoff Executive producer: Ali Brown Line Producer: Bridgitte Pugh Director of Photography: James Whitaker Editing House: Cut + Run Editor: Pete Koob Executive Producer: Deanne Mehling Producers: Amburr Farls & Kelly Koppen-Manjon Assistant Editor: Regina Rivard Color: a52 Colorist: Paul Yacono VFX: a52 EP: Megan Meloth / Jennifer Sofio - Hall Producer: Daughn Godd Ward VFX Supervisor: Andy Rafael Barrios 2D: Steve Wolff, Dave Levine, Bruno Parenti, Christel Hazard, Cameron Coombs, Enid Dalkoff, Eric Mattson 3D: Kirk Shintani, Adam Newman Music House: Squeak E. Clean Productions Composer: Jason Murgo for Squeak E. Clean Productions Executive Producer: Carol Dunn Music & Sound Design Producer: Jack Catlin
Sound Designer: Andres Velasquez for Squeak E. Clean Productions Mix: Eleven Sound Audio Mixer: Jeff Payne Audio Assistant: Ben Freer Audio Producer: Suzanne Hollingshead