Easily Distracted From Tasks? These Hilariously Weird Ads Show Why That Can Be Bad

Droga5 creates an oddly endearing campaign for productivity tool Setapp

Campaign shows the absurd consequences you could face for failing to finish a task. Droga5 / Setapp
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Droga5 London has found a creative way to promote the productivity service Setapp: by showing just how wrong things can turn when we get distracted and don’t finish a task.

In a series of comedic spots, the “Don’t Get Sidetracked. Get Setapp” social campaign showcases three scenarios where failing to complete a task leads to absurdly dramatic consequences.

In the hero film, a man with a phobia of snakes is hypnotized into thinking he has become one and is left forever in a snake-like state after his therapist gets distracted by a phone call.

In another film, a father starts a game of hide and seek with his son but is waylaid and leaves him behind a curtain, forgetting he’s there.

The final spot shows a magician making a man disappear but fail to bring him back, leaving his wife to spend the rest of her days searching for him.

The three films are supported by a new look and feel for the brand, which launched three years ago and is hoping to build awareness.

“If you’re reading this it’s entirely probable you’ve started some other task and then become distracted and ended up here,” said Ed Redgrave, Droga5 London creative director. “If that’s you—or if that’s ever been you—need Setapp.”


Creative Agency: Droga5 London
Chief creative officer: David Kolbusz
Creative directors: Ed Redgrave andDave Wigglesworth
Creatives: Ed Redgrave, Dave Wigglesworth, Nick Lindo and Sebastien Thomas
Lead designer: Stephanie McArdle
Senior designer: Matteo Alabiso
Studio director: Tim Larke
Group account director: Jonny Tennant-Price and Sophie Critchley
Account director: Callum Raines
Strategy director: Tim Whirledge
Producer: Peter Montgomery
Senior assistant producer: Deborah McCartney

Production company: Biscuit Filmworks UK
Director: Jeff Low
MD / executive producer: Rupert Reynolds-Maclean
Producer: Kwok Yau
Production assistant: Adam Oyejobi  / Roma Nesi Pio
Director of photography: Kaname Onoyama
Production designer: Maruxa Alvar
Hair & makeup: Emily Newson
Costume designer: Ramona Creanga
Editing company (offline): Work Editorial
Editors: Saam Hodivala and Jamie Hodgson
Edit producer: Ella Sedwick
Postproduction: Electric Theatre Company
2D lead: Ryan Knowles
Colorist: Luke Morrison
Post producer: Jon Purton
Sound house: 750 MPH
Sound design: Sam Ashwell
Sound producer: Mary-Ann D’Cruz
Music supervision: Hywel Evans
Music composition: Goldstein Music

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.