Snakebites Are Dangerous, but Mobile Ads Are Lethal, in Adobe’s Hilarious New Ad

When customer experience really matters

Adobe has long excelled at comically portraying the disastrous consequences of not managing one's marketing properly. But in its latest spot, it literally becomes a matter of life and death.

The commercial, by Goodby Silverstein & Partners, features a couple of buddies out hiking together, when one of them is suddenly bitten by a snake. Luckily, they have their mobile phones with them, and seem to be getting a good signal. But it all goes downhill from there.

Check out the spot here:

The brand's earlier comic spots for its Adobe Marketing Cloud services encouraged marketers to look at the data—to know their audiences and understand the performance of their marketing efforts. This spot goes further by encouraging marketing to look more broadly.

"This new spot reminds us that we can't just look at data in a silo," Alex Amado, vp of experience marketing at Adobe, tells AdFreak. "Everything we do as marketers culminates in an experience for our customers. Even if some of the numbers look good, the overall experience may still be poor. We want to help marketers think in terms of experience, not just performance."

The tone of many previous spots was dark—"Mean Streets" is a good example—but not quite this dark. "Marketing gone wrong can have disastrous consequences for a brand," Amado says. "We hear about it all too often. The campaign dramatizes worst-case scenarios, but hopefully it does it with enough good-natured humor to be cautionary yet still entertaining.

Ultimately, he adds, "your customer experience is your brand. More and more customers are connecting with you through digital channels, and they expect high-quality content and a seamless experience on mobile. They want what they want, when they want it, and the stakes are higher than ever for marketers—get the experience right or risk losing your customers."

The spot will be running on various business, media and marketing news sites, and in targeted placements on Hulu and addressable TV. 

CREDITS

Client: Adobe

Title of Creative Work: "Snake Bite"

Agency: Goodby Silverstein & Partners

Creative

Co-Chairmen: Jeff Goodby, Rich Silverstein

Executive Creative Director: Margaret Johnson

Creative Directors: Will Elliot, Patrick Knowlton

Art Director: Carlo Barreto

Copywriter: Jonathan Pelleg

Production

Director of Content Production: Tod Puckett

Senior Producer: Benton Roman

Account Services

Account Director: Theo Abel

Account Manager: Chelsea Bruzzone

Assistant Account Manager: Aliza Niewood

Brand Strategy

Group Brand Strategy Director: Bonnie Wan

Brand Strategists: Etienne Ma, Andrew Mak

Communication Strategy

Director of Communication Strategy: Christine Chen

Group Communication Strategy Director: Dong Kim

Senior Communication Strategist: Victoria Barbatelli

Communication Strategist: Tara Hughes

Junior Communication Strategists: Catherine Kim, Nicole Bruno

Research and Analytics

Group Research and Analytics Director: Margaret Coles

Research and Analytics Director: Cassi Husain

Business Affairs

Business Affairs Manager: Heidi Killeen

Production

Production Company: MJZ

Director: Matthijs van Heijningen

President: David Zander

Senior Executive Producer: Eriks Krumins

Producer: Betsy Oliver

Director of Photography: Linus Sandgren

Production Designer: Floyd Albee

Editing

Editing Company: Work Editorial

Editor: Jono Griffith

Assistant Editor: Jasmina Zaharieva

Executive Producer: Marlo Baird

Producer: Jamie Lynn Perritt

Telecine

Telecine Company: MPC

Colorist: Mark Gethin

Visual Effects, Finishing

Visual Effects Company: MPC

Senior Producer: Juliet Tierney

Shoot Supervisors: Michael Gregory, Jason Schugardt

2-D Lead: Michael Gregory

3-D Lead: Jason Schugardt

Sound Design and Music

Music, Sound Design: Stimmung

Sound Designer: Gus Koven

Mix

Mix Company: Eleven Sound

Mixer: Jeff Payne