GS&P, Adobe Clear for Launch

By Erik Oster 

Goodby, Silverstein & Partners released the latest in its “Do you know what your marketing is doing?” efforts for Adobe today, on the first day of Advertising Week.

The new spot, entitled “The Launch” depicts a rocket launch sponsored by a fictional energy drink company called AstroBoost, showing, like its predecessors, the importance of making sense of marketing data. In the spot, a launch countdown is interrupted by a phone call. “It’s the sponsor,” says the man on the phone, “data shows we need to make the logo bigger.” Subsequent calls halt the launch because the color of the logo is not testing well with millenials, there isn’t a hashtag and Mars is no longer trending. Eventually things go from bad to worse as the ad ends with the now familiar “Do you know what your marketing is doing? We can help.” Like past efforts, GS&P mines the humorous side of marketing problems for an ad those in the field can relate to all too well.

“Launching a mission to Mars seemed like one of the largest, most audacious projects we could think of, and we thought it would be funny to show it being derailed by conflicting and disconnected sources of data,”Adobe vice president of experience marketing Alex Amado told Adweek.

GS&P creative director Will Elliott, added that the spot would be “all too familiar as it relates to modern-day marketing—the moment you’re ready to launch a campaign and suddenly there are a million voices telling you to stop or move in a different direction. And we wanted to show that if you’re feeling overwhelmed by data, Adobe can help you make informed marketing decisions from the start.”

In addition to its paid placements online, the ad will be shown (like previous spots in the campaign) to an appreciative audience at many Advertising Week presentations. Adobe is also making the fictional beverage AstroBoost the “official beverage of marketers” for the event. “Advertising Week provides the ideal audience for this campaign—modern marketers who are actively seeking insights and information to improve their work,” said Amado.

Credits:

Client: Adobe
Agency: Goodby, Silverstein & Partners
Title of Creative Work: “The Launch”

Creative
Partner: Rich Silverstein
Creative Director: Will Elliot
Creative Director: Patrick Knowlton
Art Director: Hanna Wittmark
Copywriter: Kate Baynham

Production
Director of Content Production: Tod Puckett
Senior Content Producer: Benton Roman

Account Services
Account Director: Ed Allt-Graham
Account Manager: Chelsea Bruzzone

Brand Strategy
Group Brand Strategy Director: Bonnie Wan
Brand Strategist: Etienne Ma

Communication Strategy
Director of Communication Strategy: Christine Chen
Group Communication Strategy Director: Dong Kim
Senior Communication Strategist: Caitlin Neelon
Communication Strategist: Devon Lynch
Jr. Communication Strategists: Catherine Kim/Elyse McAvoy

Research & Analytics
Group Research & Analytics Director: Margaret Coles
Research & Analytics Director: Cassi Husain

Business Affairs
Business Affairs Manager: Heidi Killeen

Production Company
Company name: MJZ
Director: Frederik Bond
Director of Photography: Jess Hall
Production Designer: Shepherd Frankel
Producer: Jude Vermeulen
Executive Producer: Kate Leahy

Editorial Company
Company name: Union Editorial / Marshall Street Editors
Editor: Patric Ryan
Assistant Editor: Melissa Geczy
Executive Producers: Joe Ross / S.J. O’Mara

Telecine
Company name: The Mill
Colorist: Adam Scott

VFX/Finishing
Company name: The Mill
Executive Producer: Sue Troyan
VFX Producer: Jordan Sharon
Shoot Supervisors: James Allen, David Lawson
2D Lead: James Allen
3D Lead: David Lawson

Sound Design and Music
Music: Stimmung
Sound Design: Stimmung
Sound Designer: Gus Koven

Mix
Company name: Lime
Mixer: Roha

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