SAN FRANCISCO Omnicom Group's Goodby, Silverstein & Partners launches a print, online and outdoor campaign today for Adobe Systems that talks to creative professionals in their lingo, the client said.
One outdoor ad contains nothing but the words: "Take it as a compliment when your CD takes the credit." Other messages say, "Awards are meaningless. Until you win one" and "There's no such thing as 'The Two Show.' "
The "Everything but the idea" campaign for the latest version of Adobe Creative Suite 2 software incorporates photography by Philip-Lorca diCorcia, whose work has been exhibited at the Tate Modern.
Jennifer Reynolds, director of advertising at Adobe, said the dark shots of creatives reach out to graphic designers, illustrators, photographers, art directors and the creative industry at large "by expressing Adobe's passion for ideas."
"It is relating to them on an emotional level," she said.
One shot shows a pajama-clad creative lying upside down on his bed. Copy reads: "Wake up. Write it down. Pray it still sounds good in the morning."
Another image shows a man with a fixed stare resting his chin on a windowsill as he looks outside his building. Accompanying copy reads: "Every once in a while you're the first one in the office. Not because you got up early. But because you never left."
"We're demonstrating Adobe's compassion for what creative pros live through every day: the constant struggle to generate fresh ideas," said Melissa Dyrdahl, senior vice president of corporate marketing and communications at Adobe.
"Better by Adobe" remains the tagline.
Three print ads will run in design publications such as Archive, Black Book, CMYK, Communication Arts, Eye, How, ID, Print and Step Inside Design, as well as Dwell, Flaunt, Surface, Nylon and Wallpaper. Outdoor ads will appear only in New York.
An online banner ad includes a photo of the San Francisco agency principal Rich Silverstein, encouraging creatives to write an idea in a search line, then hit "enter" to submit it to him. The ad is loaded with stock phrases to make it seem like Silverstein responds, e.g., "I don't get it. What's the idea?"
Adobe, based in San Jose, Calif., spent $7 million on advertising in 2004, per Nielsen Monitor-Plus. It was not clear what portion of that was specific to this software.
This campaign is the first for this product since 2003's "Design therapy," Reynolds said.