Creativity

Old-Fashioned Paperwork Could Ruin Your Deal, Says Adobe's Latest Satiric Spot

Ad Promoting Adobe Sign Digital Interface Will Run in High Profile NBA Games

By Alexandra Jardine. Published on Sep 12, 2016

Editor's Pick

Adobe's ongoing satiric campaign around business scores another hit with a spot focused around customer experience, this time promoting the company's Adobe Sign digital signature interface.

The new ad, once again by Goodby Silverstein & Partners, shows what happens when a basketball superstar is signing a contract with a new team. Fans are eagerly standing outside, but inside the conference room the number of signatures required on the paperwork is ridiculous -- and the player, waiting with pen in hand, starts to get bored. Then, his phone buzzes, with a digital counter-offer from a different team. He uses Adobe Sign to sign on the dotted line with his finger, and exits the room saying: "You can keep the pen."

Adam Hashemi at Reset directed the spot. In keeping with the basketball theme, Adobe will be airing it on TNT as part of two NBA season openers on October 25 between the Warriors and Spurs, and the Cavaliers and Knicks. It'll also air the spot during NBA games where there's likely to be commentary around high-profile player signings -- including Kevin Durant's first game with the Warriors, Pau Gasol's first game with the Spurs, Derrick Rose's first game with the Knicks, and Dwayne Wade's first game back against Miami.

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About

Credits

Date
Sep 12, 2016
Agency:
Goodby Silverstein & Partners
Client:
Adobe
Co-Chairman:
Rich Silverstein
Co-Chairman:
Jeff Goodby
Chief Creative Officer:
Margaret Johnson
Creative Director:
Will Elliott
Creative Director:
Patrick Knowlton
Creative Director:
Roger Baran
Creative Director:
Sam Luchini
Art Director:
Jasper Yu
Art Director:
Stefan Copiz
Copywriter:
Alex Maleski
Director of Content Production:
Tod Puckett
Senior Producer:
Benton Roman
Production Coordinator:
Rachel Newman
Managing Partner:
Brian McPherson
Account Director:
Theo Abel
Account Manager:
Chelsea Bruzzone
Assistant Account Manager:
Zack Piánko
Director of Brand Strategy:
Bonnie Wan
Brand Strategist:
Etienne Ma
Brand Strategist:
Andrew Mak
Director of Communication Strategy:
Christine Chen
Community Strategy Deputy Director:
Dong Kim
Senior Communication Strategist:
Caitlin Neelon
Communication Strategist:
Natalie Williamson
Junior Communications Strategist:
Chloe Bosmeny
Business Affairs Manager:
Heidi Killeen
Director of Music:
Todd Porter
Client Chief Marketing Officer:
Ann Lewnes
VP Experience Director:
Alex Amado
Executive Creative Director:
Steve Gustafson
Video CD:
Dan Cowles
Director of Advertising:
Joel Giullian
Director of Production:
Joel Giullian
Production Company:
Reset
Director:
Adam Hashemi
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Bidding Producer:
Jenn Ingalls
Head of Production:
JP Columbo
Producer:
Michelle Currinder
Editorial Company:
Rock Paper Scissors
Producer:
Charlyn Derrick
Editor:
Olivier Buggé Coutte
Music:
Barking Owl
Sound Designer:
Michael Anastasi
Mixer:
Patrick Navarre
Music Creative Director:
Kelly Bayett
Post FX:
The Mill
Senior Producer:
Will Unterreiner
2D Lead:
Tara Demarco

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