Goodby Silverstein & Partners, Adobe Foil Bank Heist…with Customer Service

By Erik Oster 

We last checked in on Goodby Silverstein & Partners’s ongoing “How’s Your Customer Service” campaign for Adobe when the agency launched a pair of spots this past September: “Billion Dollar Contract” and “Secret Agent.” Those efforts promoted Adobe Sign and Adobe Marketing Cloud utilizing what has become the campaign’s familiar formula: humorous examples of what can go wrong with bad customer service resulting from not using Adobe products.

GS&P’s latest effort for Adobe, “The Heist,” turns the formula on its head: showing a situation going wrong (from one perspective, at least) as the result of good customer service.

When several masked bandits rob a bank, they certainly don’t count on being identified. But, thanks to Adobe Experience Cloud, the teller is not only able to identify two of them, she’s aware that one of them is looking to buy a house while the other is interested in consolidating his student loans.

The spot concludes with the new tagline, “Make experience your business.”

It’s a nice change of direction for the campaign, retaining a similar humorous approach to previous efforts while switching up the formula enough to feel fresh.

“For a few years, we have been showing what happens when digital marketing goes wrong, as a sort of cautionary tale to marketers,” Adobe vice president, experience marketing Alex Amado told AdFreak. “As the campaign evolves, we wanted to switch up the creative strategy and start to show the potential of great experiences.”

“We’re employing the age-old ‘Show the benefits, not the features’ tactic,” he added. }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.”

Client: Adobe
Title of Creative Work: “The Heist”

Agency: Goodby Silverstein & Partners

Co-Chairman, Partner: Rich Silverstein
Creative Director: Will Elliott
Creative Director: Patrick Knowlton
Art Director: Bennett Austin
Copywriter: Dan Berenson

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

Company Name: The Mill NYC
Colorist: Fergus McCall

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

Company Name: Woodwork Music

Sound Design
Company Name: Lime
Sound Designer: Michael Anastasi

Company Name: Lime
Mixer: Rohan Young