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The team at boutique production house Sandwich were Slack’s first ad stars, grudgingly trying out the startup service in 2014 and reporting on their experience.
The resulting, relatable ads tallied 5 million views on YouTube, helping introduce the now-mainstream collaborative platform, and the clips have continued to draw traffic ever since.
Today, Slack launched a sequel of sorts, with Los Angeles-based Sandwich starring in another ad—this time filmed from the team’s homes under quarantine. Sandwich’s staff pitched the job themselves this time, working without a brief and producing a short film remotely from seven different locations.
The spot is a meta piece of creative that shows how dependent the company has become on Slack, especially when it comes to running their business under lockdown.