Adobe's Latest Comedy Shows How Great Customer Service Isn't So Great for Bank Robbers

Doubling down on the notion that data helps drive great consumer experiences, Adobe introduces its latest software suite with "Heist," an amusing spot in which a bank's customers (and staff) aren't enjoying themselves at all. That's because the branch is being robbed by a bunch of dudes wearing ski masks and stockings. In a twist, however, the gang aren't having their best day either, because one of the tellers knows a little too much about them. Like their names. And that fact that one gunman is in the market for a new house, while another wants to consolidate his student loans. [kickout id="1"] Dude, when you rob a bank, especially one that uses Adobe Experience Cloud to fine-tune its pitch, you have got to remember to turn off your phone's geolocation tracker! It's not 2010 anymore! "For a few years, we have been showing what happens when digital marketing goes wrong, as a sort of cautionary tale to marketers," Adobe vp of experience marketing Alex Amado tells AdFreak. "As the campaign evolves, we wanted to switch up the creative strategy and start to show the potential of great experiences." Developed by Goodby Silverstein & Partners and director Steve Rogers (whose work includes Adobe's flashy "Secret Agent" and Nike's lauded "Snow Day"), the commercial introduces a new tagline, "Make experience your business," in an effort to show companies that "it's time to rethink business, and to consider how digitally enabled experiences can be improved at every customer touchpoint," Amado says. Targeting senior digital leaders within organizations, the ad trumpets Adobe Experience Cloud, a brand new offering designed to more closely and seamlessly connect companies and customers across various digital interactions. Experience Cloud combines Adobe's Marketing, Advertising and Analytics Cloud products, leveraging the company's underlying, cross-cloud architecture to unify content and data. Now, given its high-profile data breach, some might say Adobe is taking a bit of a risk by presenting a robbery scenario of any sort. (The ad also calls to mind LifeLock's popular bank-heist ad, which, ironically, touts cybersecurity.) Still, it's a cute spot that does a good job of instantly communicating the potential value of Experience Cloud to businesses—and its pitfalls to careless, cloddish criminals. "We're employing the age-old 'Show the benefits, not the features' tactic," Amado says. "The technology is powerful and flexible, and not well-suited for explanation within a commercial spot. So, we tell a much more interesting and relevant story by speaking in a language that our audience is very responsive to—the language of their own customers' experiences." For a touch of extra realism, Adobe shot the spot in a Los Angeles building that used to be a bank, rather than film on a set. "We had a discussion whether the bank facility itself should look more modern, sleek, state of the art," says Amado. Ultimately, he says, the team decided that "some of the most important digital experiences happen on customers' own devices, like their mobile phones. So it was better to show a location that could be any bank, which reinforces our storyline that any business, old or new, can and should start thinking like an experience business." CREDITS Client: Adobe Title of Creative Work: "The Heist" Agency: Goodby Silverstein & Partners Creative Co-Chairman, Partner: Rich Silverstein Creative Director: Will Elliott Creative Director: Patrick Knowlton Art Director: Bennett Austin Copywriter: Dan Berenson Production Director of Production: Tod Puckett Executive Producer: Benton Roman Account Services Managing Partner: Brian McPherson Account Director: Theo Abel Account Manager: Molly Navalinski Assistant Account Manager: Lexie Hartnett Brand and Communication Strategy Director of Brand Strategy: Bonnie Wan Brand Strategist: Etienne Ma Director of Communication Strategy: Christine Chen Communication Strategy Deputy Director: Dong Kim Senior Communication Strategist: Victoria Barbatelli Communication Strategist: Tara Hughes Jr. Communication Strategists: Catherine Kim, Nicole Bruno Research & Analytics Director: Cassi Husain Business Affairs Business Affairs Manager: Heidi Killeen Production Company Company Name: Biscuit Filmworks / Revolver Director: Steve Rogers Managing Director: Shawn Lacy Executive Producer: Holly Vega UPM: Jay Veal Head of Production: Rachel Glaub Head of Production: Mercedes Allen Director of Photography: Alwin Kuchler Production Designer: Paul Austerberry Editorial Company Company Name: Final Cut LA Editor: Rick Russell Assistant Editor: Dillon Stoneburner EPs: Suzy Ramirez, Eric McCasline Producer: Barbara Healy Telecine Company Name: The Mill NYC Colorist: Fergus McCall VFX/Finishing Executive Producer: Leighton Greer Senior VFX Producer: Will Unterreiner Associate Producer: Karina Slater VFX Supervisor/CD: Tim Davies 2-D Lead Artist: Adam Lambert 2-D Artist: Brett Lopinsky Music Company Name: Woodwork Music Sound Design Company Name: Lime Sound Designer: Michael Anastasi Mix Company Name: Lime Mixer: Rohan Young

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Adobe's Latest Comedy Shows How Great Customer Service Isn't So Great for Bank Robbers

GS&P introduces the Experience Cloud

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David Gianatasio