Adobe always likes to unveil a comical new spot for Advertising Week. This year is no exception, and this time we get a James Bond-style spot in which a secret agent easily handles almost everything that's thrown at him—but is completely undone by some bad customer service.
The spot, created by Goodby Silverstein & Partners, was shot on location in Budapest and directed by Biscuit Filmworks/Revolver Film's Steve Rogers. It focuses on the woes of cross-channel marketing and features an amusing scenario of a suave hero assaulted by that most evil of villains—a hotel check-in experience gone wrong.
Attendees at Advertising Week in New York will be seeing the ad quite a bit. It will run before more than 75 sessions beginning Monday. It will also be served up through addressable TV ads in select markets to Comcast and DirecTV subscribers. Adobe is also planning targeted online placements for the cinematic spot, aiming to reach marketers who are searching for movie content on YouTube.
Check out the spot here:
"Our latest Adobe Marketing Cloud campaign highlights how a very common problem for brands—the lack of connection between their different communication channels—can translate to a very serious problem for customers," says Alex Amado, vp of experience marketing at Adobe.
"When cross-channel marketing goes wrong, it's bad news for businesses and consumers alike," adds Will Elliott, creative director at GS&P. "We wanted to show that all the bad guys in the world couldn't defeat a secret agent, but a bad customer experience could."
Adobe will have an accompanying social media activation on site at Advertising Week. The company will be hosting a mobile "Think Tank" (or "Street Tank") near the Advertising Week hub in Midtown and inviting event attendees to come inside and share their views on camera about the "future of digital experiences."
The footage will be live streamed through Adobe's social media channels.
Title of Creative Work: "Secret Agent"
Agency: Goodby Silverstein & Partners
Co-Chairmen: Rich Silverstein and Jeff Goodby
Chief Creative Officer: Margaret Johnson
Creative Director: Will Elliott
Creative Director: Patrick Knowlton
ACD/Art Director: Andrew Livingston
ACD/Copywriter: Simon Bruyn
Director of Production: Tod Puckett
Senior Producer: Benton Roman
Managing Partner: Brian McPherson
Account Director: Theo Abel
Account Manager: Chelsea Bruzzone
Assistant Account Manager: Zack Piánko
Brand and Communication Strategy
Director of Brand Strategy: Bonnie Wan
Brand Strategist: Etienne Ma, Andrew Mak
Director of Communication Strategy: Christine Chen
Communication Strategy Deputy Director: Dong Kim
Senior Communication Strategist: Victoria Barbatelli
Communication Strategist: Tara Hughes
Junior Communication Strategist: Nicole Bruno, Catherine Kim
Business Affairs Manager: Heidi Kileen
Company name: Biscuit Filmworks / Revolver
Director: Steve Rogers
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Kathy Rhodes
Head of Production: Mercedes Allen Sarria
Head of Production: Rachel Glaub
Director of Photography: Nicolas Karakatsanis
Production Designer: Tunde Csaki
Company name: Arcade Edit
Managing Partner: Damian Stevens
EP: Crissy DeSimone
HOP: Kirsten Thon-Webb
Editor: Geoff Hounsell
Assistant Editor: Laura Sanford
Producer: Alexa Atkin
Company name: The Mill NYC
Colorist: Fergus McCall
Senior Colour Producer: Natalie Westerfield
Executive Producer: Leighton Greer
Senior VFX Producer: Will Unterreiner
Production Coordinator: Alex Benavente
Shoot Supervisor: Chris Mortimer
Creative Director: Tim Davies
2D Lead Artist: Tim Davies
2D Artists: Edward Black, Kelsey Napier
Company name: Woodwork Music
Company name: Barking Owl
Sound Designer: Michael Anastasi
Creative Director: Kelly Bayett
Producer: Ashley Benton
Company name: Barking Owl
Mixer: Morgan Johnson