Adobe paints a comic picture of the big game gamble

A digital and TV campaign asks, "Do you know what your marketing is doing?"

Super Bowl ads can make or break careers. A new Adobe campaign from Goodby, Silverstein & Partners gives a humorous look at the high-stake ad game with an ad that tells the sad story of one Super Bowl "gambler."

Directed by feature filmmaker J.C. Chandor ("A Most Violent Year"), the 60-second spot features two men — one a nervous businessman, the other a seasoned gambler — watching the game.

"How much are you in for?" asks the regular, who is shocked to hear the executive answer, "Four million." He regretfully explains that he was warned, "Look at the data, look at the data before going all in, but I couldn’t help myself." Increasingly distressed, the guy continues, "The scariest part is, it’s not even my money. There are going to be a lot of unhappy people if this doesn't pay off."  

The gambler asks the executive what he gambled on. "That’s my commercial," he tells him, shimming in his seat to the island music in the cream cheese ad on TV, while his new friend watches with mouth agape. Looking around the bar to see the other patrons wince at the ad, the CMO, dropping his head down to the bar, knows he’s doomed. "Get him another drink," the gambler tells the bartender. The ad then cuts to Adobe’s message, asking the question, "Do you know what your marketing is doing?"

Advertising Adobe Marketing Cloud solutions, an online measurement and activation tool, the ad is being featured across digital properties alongside Super Bowl advertising content and social media and is running on national and local TV markets during late-night shows, including "Jimmy Kimmel Live!", "Saturday Night Live" and "The Late Show with Stephen Colbert." 

"The idea behind this ad came from the fact that marketers are obsessed with Super Bowl advertising," said Alex Amado, vice president of experience marketing, Adobe, in a statement. "We’re reminding them to ‘look at the data’ before running any big marketing plays — otherwise, it’s just a gamble."

Simon Bruyn, copywriter at GS&P, added, "We all know how expensive the Super Bowl has become for advertisers, yet so often brands still buy up media without understanding if it actually makes sense for them. Given the high stakes, we wanted to remind marketers that Adobe Marketing Cloud empowers them to make informed decisions."  

Campaign credits

Client: Adobe
Ad Agency: Goodby Silverstein & Partners
Partner: Rich Silverstein
Creative Director: Will Elliot
Creative Director: Patrick Knowlton
Art Director: Andrew Livingston
Copywriter: Simon Bruyn
Director of Content Production: Tod Puckett
Senior Producer: Benton Roman
Account Director: Theo Abel
Account Manager: Chelsea Bruzzone
Assistant Account Manager: Aliza Niewood
Group Brand Strategy Director: Bonnie Wan
Brand Strategist: Etienne Ma
Director of Communication Strategy: Christine Chen
Group Communication Strategy Director: Dong Kim
Senior Communication Strategist: Caitlin Neelon/Victoria Barbatelli
Communication Strategist: Tara Hughes
Jr. Communication Strategists: Catherine Kim/ Elyse McAvoy
Group Research & Analytics Director: Margaret Coles
Research & Analytics Director: Cassi Husain
Business Affairs Manager: Heidi Killeen
Production Company: Reset
Director: J.C. Chandor
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: Greg Schultz
Director of Photography: Masanobu Takayanagi
Production Designer: Noel McCarthy
Editorial Company: Work Editorial
Editor: Rich Orrick
Assistant Editor: Arielle Zakowski
Executive Producer: Marlo Baird
Telecine: Company 3
Colorist: Tom Poole
VFX/Finishing: Method Studios
Lead Flame: Aidan Thomas
Executive Producer: Robert Owens
VFX Producer: Jennie Burnett Fischer
Music: Butter
Composer: Max Schad/Andrew Sherman
EP/Producer: Annick Mayer
Creative Director: Andrew Sherman
Sound Design: Stimmung
Sound Designer: Gus Koven
Producer: Kristina Iwankiw
Executive Producer: Ceinwyn Clark
Mix: Lime
Mixer: Rohan Young


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