Software company Salesforce unveiled a #TeamEarth sustainability platform at the Super Bowl with brand partner Matthew McConaughey advocating for business leaders to work on helping our planet rather than dreaming up ways to retreat to Mars or the metaverse. The company has partnered with the Academy Award-winning actor again ahead of Thanksgiving for “The March,” a new 60-second spot encouraging business leaders to prioritize sustainability.
“In ‘New Frontier”’ we reminded the world that planet Earth is still our office of choice,” the star said in a statement, “and now with “The March” we are offering value based behaviors that businesses can put into practice.
The ad opens with McConaughey watching bleak news about the global climate crisis on the TV in a laundromat before clapping to rally the people there to a march down the street. He delivers rhyming lines like “As businesses we can blame or shame or we can make a change” as his crowd grows to incorporate executives, construction workers, children and even a full basketball team who join him and complete his sentences as he delivers a message focused on helping communities, prioritizing conservation and creating equal opportunities.
The ad never mentions what Salesforce actually does as a business. Instead, it focuses the bulk of its energy on the overall message of sustainability.
Said McConaughey, “‘The March’ speaks to the idea that we live in times where preservation of resources is essential to true long term progress and where our livelihood is our business. The messaging of the spot reminds us that we have to renegotiate and recalibrate what we consider valuable investments–whether that’s the planet, the opportunities our children will have, or the ways in which we treat each other daily.”
Join Team Earth
The work directs viewers to the Team Earth Now website, a new campaign website that went live on Wednesday. It will host the spot along with an invitation to join the Team Earth community on LinkedIn. There, users can see Earth imagined as a company boasting about its team of 8 billion people, spotlights key products like water and sharing “new work” in the form of recently discovered species.
Salesforce has previously used the #TeamEarth platform to tout the company’s inclusivity and emissions goals and provide resources for other businesses looking to combat unconscious bias, fund entrepreneurs focused on combating climate change or build their own climate action plans.
Client—Direct: Salesforce Brand: Salesforce Title: “The March”
Brand partner and advisor: Matthew McConaughey Evp, global brand marketing: Colin Fleming Svp, head of creative: Scott Larson Vp, group creative director, brand awareness: Kim Baffi Salesforce internal agency (brand awareness marketing) Creative director, brand: Paul Nowikowski Associate design director: Donald Rusimbi Senior copywriters: Lucy Sandwick, Ashlee Flores Senior art director: Seth DeGarmo Associate creative director: Joel Wheat Senior director, creative strategy and integration: Darren Brady-Harris Senior manager, creative strategy and integration: Olga Zakharenko Program manager: Jenny Lidington Head of production: Tim O’Hara Executive producer: Derek Ruddy Producers: Cleave Frink, Clementine Ngo-Anh Salesforce business affairs: Cindy Lewellen
Production: MJZ, Los Angeles
Director: Dante Ariola President/executive producer: David Zander Senior executive producer: Eriks Krumins Producer: Natalie Hill Director of photography: Bjorn Charpentier Production designer: Quito Cooksey Stylists: Karen Baird and Michelle Tomasziewski
Editorial: FinalCut, Los Angeles
Editor: Crispin Struthers Assistant editors: Ihila Lesnikova, Eliza Kanter Managing director: Justin Brukman Executive producer: Suzy Ramirez Producer: Rebecca Mitchell
Sound Design: Barking Owl
Sound designer: Gus Koven Creative director: Kelly Bayett Producer: Hannah Alter
Music: Mutato Muzika
Composer: Mark Mothersbaugh Music recorded and mixed: Seth Atkins Horan
Mix: LIME Studios
Audio mixer: Zac Fisher Audio assistant: Klaudia Bennet Executive producer: Susie Boyajan
VFX: The Mill
Senior executive producer: Karen Anderson VFX producer: Stefani Na VFX coordinator: Joelle Amoroso Executive creative director: Michael Gregory VFX supervisor: Michael Gregory 2D supervisor: Michael Gregory CG supervisor: Corinne DeOrsay Nuke compositors: Andrew Roberts, Hector Cabrera, Oliver Caiden FX artists: Andy Sheng, Josh Harrison Lighting artists: Corinne DeOrsay, Lorena Cano Acosta Designer: Tiffany Shen
The Mill | Bangalore
Associate production manager: Noan John Vinod DFX supervisor: Vivekananthan R. Animation supervisor: Sukanta Chakraborty Animation lead: Dhruba Sinha 2D Artists: Adwait Atul Page, Jay Vasant Mehta, Nitin Rupsing Patil, Pravin Shamrao Ingale, Tarun Shinde, Ulhas Prabhakar Zatke 3D artists: Amarnath Reddy E., Peddinti Venkata Srihari, Sinjan Ghosh, Badireddy Sri Charan, Devadathan K.C., Nisham Khan, Laxmi Rai, Rakshith U., Ram Yogeshwaran, Pratik Bhade, Sanjaykumar H.V., Sachin S., Avaneetharan Karuppasamy, Nishant Ekka, Tirupati Bhavani Shankar Derangula , Ashish Bhanage, Chetan Shelar, Harivansh Rajput, Prem Rajay Vankudre, Abhishek Deswal, Bandi Raju, Mukesh Dasgaonkar, Nimgal Joshua Yeshwant, Sagar Dasgaonkar, Tushar Tulsidas Burse, Prashant Mohite, Avinash Sangate, Ritesh Patil, Shailesh Madhav, Pratik Prakash Sawant, Romishbhai Sindh, Ahamadulla Khan, Umesh Shivade
Color: Company 3
Senior colorist: Stefan Sonnenfeld Senior producer: color: Blake Rice