Ad of the Day: Adobe Knows What Your Marketing Is Doing, Even When You Have No Clue

It's not child's play

Headshot of Tim Nudd

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.


Client: Adobe

Campaign: Do You Know What Your Marketing Is Doing?

Ad Agency: Goodby, Silverstein & Partners

Creative Department

Partner: Rich Silverstein

Associate Creative Director: Will Elliott, Patrick Knowlton

Art Director: Nick Luckett

Copywriter: Drew Burton

Production Department

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

Business Affairs Manager: Chrissy Shearer

Outside Vendors

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

Color: a52

Colorist: Paul Yacono

VFX: a52

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


@nudd Tim Nudd is a former creative editor of Adweek.