Adobe Shows Why Sports Stars Should Never Sign Big Contracts With an Actual Pen

Don't lose business because you're still using tedious pen-and-paper legal instruments, says a new ad from Adobe. In the minute-long spot, sports announcers and fans go crazy amid news that a fictional basketball star, Anton Miller, is going to sign a "billion-dollar" deal with a make-believe basketball team, the Cincinnati Sabres (not to be confused with a real American Hockey League team, the Cincinnati Swords). But as the celebrity player sits in a roundtable conference room with executives from the franchise, and his own entourage, it becomes clear things aren't going that well. The paperwork barely inches its way around the table, as an obnoxious lawyer points out to stakeholders the dozen or so places each will have to sign. Eventually—spoiler alert—Miller receives a message from a competing team, San Jose, inviting him to sign another offer, right there on his smartphone, with a single flick of his finger, all thanks to to Adobe's quick-and-easy e-signature technology. He obliges, and exits the room, free to get on with his life. Overall, the commercial, by Goodby, Silverstein & Partners, makes for a fun bit of hyperbole that, while ridiculous in the specifics, clearly makes its point: Don't alienate customers by wasting their time. It joins previous ads demonstrating the potential costs of a careless approach to business, like the dark comedy bit "Snake Bite," in which poor mobile design has severe consequences for a pair of hikers. For now, the new ad is just running online, but will air on TNT during this fall's launch of the 2016 NBA season—part of a clever strategy that hopes to leverage buzz around real-world athlete signings, like Oklahoma City Thunder alum Kevin Durant's first game playing for the Golden State Warriors on Oct. 25, where six-time NBA All-Star Pau Gasol will also be debuting for the San Antonio Spurs. In another online component of the campaign, Adobe is taking over the website of business magazine Fast Company on Monday and Tuesday, temporarily changing its name to Slow Company for visitors, with a gag cover design that includes fake teasers like "Messenger Pigeons: Are they right for your business?" Then again, who knows. With the right technology, they could be. CREDITS Client: Adobe Chief Marketing Officer: Ann Lewnes VP, Experience Marketing Group: Alex Amado Executive Creative Director: Steve Gustafson Sr. Creative Director for Video: Dan Cowles Director of Advertising and Production: Joel Giullian Title of Creative Work: "Billion Dollar Player" Live Date: 9/12/16 Agency: Goodby, Silverstein & Partners Co-Chairmen: Rich Silverstein and Jeff Goodby Chief Creative Officer: Margaret Johnson Creative Director: Will Elliott Creative Director: Patrick Knowlton Creative Director: Roger Baran Creative Director: Sam Luchini Art Director: Jasper Yu Art Director: Stefan Copiz Copywriter: Alex Maleski Director of Content Production: Tod Puckett Senior Producer: Benton Roman Production Coordinator: Rachel Newman Managing Partner: Brian McPherson Account Director: Theo Abel Account Manager: Chelsea Bruzzone Assistant Account Manager: Zack Piánko Director of Brand Strategy: Bonnie Wan Brand Strategist: Etienne Ma Brand Strategist: Andrew Mak Director of Communication Strategy: Christine Chen Communication Strategy Deputy Director: Dong Kim Senior Communication Strategist: Caitlin Neelon Communication Strategist: Natalie Williamson Junior Communication Strategist: Chloe Bosmeny Business Affairs Manager: Heidi Killeen Director of Music: Todd Porter Reset (Production) Director: Adam Hashemi Managing Director: Dave Morrison Executive Producer: Jeff McDougall Bidding Producer: Jenn Ingalls Head of Production: JP Columbo Producer: Michelle Currinder Rock Paper Scissors (Editor) Producer: Charlyn Derrick Editor: Olivier Bugge Coutte Barking Owl (Music) Sound Designer - Michael Anastasi Mixer - Patrick Navarre Music - Barking Owl Creative Director - Kelly Bayett The Mill (Post FX) Senior Producer: Will Unterreiner 2D Lead: Tara Demarco

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Adobe Shows Why Sports Stars Should Never Sign Big Contracts With an Actual Pen

An argument for digital signatures

Gabriel Beltrone

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Gabriel Beltrone