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.
Campaign: Do You Know What Your Marketing Is Doing?
Ad Agency: Goodby, Silverstein & Partners
Partner: Rich Silverstein
Associate Creative Director: Will Elliott, Patrick Knowlton
Art Director: Nick Luckett
Copywriter: Drew Burton
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 Manager: Chrissy Shearer
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
Colorist: Paul Yacono
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