ServiceNow adapts messaging for Covid-19
ServiceNow provides a cloud-based platform that enables digital workflows that create great experiences and unlock productivity for employees.
)
ServiceNow have released a new TVC that strategically, and humorously, reflects how the company is continuing to support its customers in today’s environment.
Take a look at the spot, called Taking Care of Business, to see how ServiceNow’s Now Platform helps your business work, even from home.
The work is a timely remake of an ad that ServiceNow launched in January. The original TVC, Celebration, also showed how the Now Platform proactively manages workflows so employees can do the work they want to do – that’s work worth celebrating. Set in a traditional office space, the film no longer fit with the current reality in which most Americans are working from home. So, the brand adapted, turning to creative agency partner BBDO San Francisco, to quickly create something more relevant and timely and get it into market.
Alan Marks, Chief Marketing and Communications Officer at ServiceNow, said: “ServiceNow makes work, work better for people. We’re all in this together, and we wanted to show our customers that we understand their changing needs and that ServiceNow can help. The spot provides a moment of levity, but it also conveys that ServiceNow’s technology enables people to stay connected and productive, anywhere in any environment. And it does so as a natural extension of the brand campaign we already had in market.”
Credits
powered by
- Agency BBDO/San Francisco
- Production Company ArtClass
- Director Vincent Peone
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency BBDO/San Francisco
- Production Company ArtClass
- Director Vincent Peone
- Chief Creative Officer Matthew Miller
- Creative Director Jakub Szymanski
- Senior Art Director Joshua Eithun
- Copywriter Mark Donnelly
- Executive Producer Stephen Kay
- Executive Producer Geno Imbriale
- Editor James Lee / (Editor)
- Creative Director Eric Liebhauser
Credits
powered by
- Agency BBDO/San Francisco
- Production Company ArtClass
- Director Vincent Peone
- Chief Creative Officer Matthew Miller
- Creative Director Jakub Szymanski
- Senior Art Director Joshua Eithun
- Copywriter Mark Donnelly
- Executive Producer Stephen Kay
- Executive Producer Geno Imbriale
- Editor James Lee / (Editor)
- Creative Director Eric Liebhauser
The production itself was managed 100% remotely and to the highest safety standards. The final spot was shot on an iPhone 11s (shooting 4K through the front-facing camera). Built-in laptop cameras dialed into video conferencing were also used to create a low-res live preview, which allowed for fast reviews and communication. The Director Vincent Peone at ArtClass took virtual tours of the actors’ homes and closets via FaceTime, picking out the best locations and outfits. And, for the few items that needed to be delivered to the actors (microphones, external hard-drives, and a few key props), a producer fully sanitized each one and left them on each actor’s doorstep for no-contact delivery.
The actors set up their cameras and managed the recording, cutting, and uploading of footage to iCloud. And, in true “we’re all in this together” fashion, family members of the actors (already living with them) helped with wardrobe, background dressing, and tech issues.
“Our job has always been to help solve problems for our clients. Sometimes it’s a massive brand communication problem. Other times it’s a ‘producing-in-a-time-of-no-production’ problem. This unorthodox shoot is a great example of what can happen when agency, client and production partners come together and apply a little nimble creativity to whatever obstacles come our way,” said Matt Miller, CCO, BBDO SF.
+ membership
Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More
