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Super Bowl 2016
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Adobe's Super Bowl Spot Will Definitely Resonate with 'Gambling' CMOs, 7 months, 4 weeks ago

GS&P showcases the nightmare of every marketer in spot directed by J.C. Chandor

Adobe's Super Bowl Spot Will Definitely Resonate with 'Gambling' CMOs

Today, Adobe launched a new video ad campaign ahead of the Super Bowl, “The Gambler”, a spot targeting marketers. The spot, debuting in the U.S., U.K., and Germany, is directed by feature film director J.C. Chandor (A Most Violent Year, All is Lost, Margin Call), and asks marketers: “Do you know what your marketing is doing?”


The 60-second spot opens with two guys sitting in a dive bar watching the Super Bowl – one looks like looks a low-life gambler, the other looks like a nervous businessman (CMO). The “gambler” asks how much the CMO is in for – assuming he’s betting on the big game. The CMO says $4 million and the gambler is stunned. The CMO tells his story to the gambler about how he should have ‘looked at the data’ before going all-in, but he was excited and had to get it in on the Super Bowl. The CMO continues saying that it’s not even his money and some people will be very unhappy if things don’t pay off. The gambler asks about the bet, and the CMO points to the TV and says, “See that cream cheese ad? That’s my commercial.” We cut to the entire bar looking at the TV and view the reactions of the bar patrons as they watch the commercial, wincing at the thought of how much money the CMO wasted on a terrible ad. Feeling bad for the CMO, the gambler tells the bartender to get the CMO another drink.”


Adobe created this campaign with its ad agency, Goodby Silverstein & Partners (GS&P). The satiric ad addresses marketers and how they need to ‘look at the data’ to gain meaningful insights before blindly launching an ad campaign and throwing money at it – or it could miss the mark.  

“The idea behind this ad came from the fact that marketers are obsessed with Super Bowl advertising – discussing, debating, and even dissecting the ads that end up on the screen during the big game,” said Alex Amado, vice president of experience marketing, Adobe. “We’re executing a cross-channel media strategy to reach our target audience of senior marketers with this ad, and 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, commented “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.” 

The spot will be featured across digital properties aligning with Super Bowl advertising content, organic and paid social media placements (Facebook, Instagram, LinkedIn, Twitter, YouTube), and national/local U.S. market TV placements during late night talk shows including Jimmy Kimmel Live!, Saturday Night Live, and The Late Show with Stephen Colbert.


Brand: Adobe

Creative Agency

Account Manager: Chelsea Bruzzone, Aliza Niewood (Assist)

Creative Director: Will Elliot, Patrick Knowlton

Copywriter: Simon Bruyn

Art Director: Andrew Livingston

Strategist: Comms: Tara Hughes, Catherine Kim/ Elyse McAvoy (Jr)

Account Director: Theo Abel

Producers: Tod Puckett (Director of Content Production)

Creative Partner: Rich Silverstein

Data & Analytics : Margaret Coles (Group Director), Cassi Husain (Director)

Strategy: Etienne Ma (Brand)

Product Designer: Benton Roman (Senior)

Group Strategy Director: Bonnie Wan (Brand)

Sr. Social Strategist: Comms: Caitlin Neelon/Victoria Barbatelli

Comms Strategy Director: Christine Chen, Dong Kim (Group)

Music and Sound

Composer: Max Schad/Andrew Sherman

Creative Director: Andrew Sherman

Executive Producer: Ceinwyn Clark (Sound)

Music Production: Butter

Producer: Annick Mayer (EP)(Music), Kristina Iwankiw (Sound)

Sound Design: Gus Koven @ Stimmung

Sound Mix: Rohan Young @ Lime


Edit Assistant: Arielle Zakowski

Edit Company: Work Editorial

Editor: Rich Orrick

Executive Producer: Marlo Baird

Post Production / VFX

Executive Producer: Robert Owens

Flame: Aidan Thomas (Lead)

Post Production House: Method Studios

Producer: Jennie Burnett Fischer

Telecine: Tom Poole @ Company 3

Production Company

Director: J.C. Chandor

Executive Producer: Jeff McDougall

Managing Director: Dave Morrison

Photographer : Masanobu Takayanagi

Producer: Greg Schultz

Production Company: Reset

Production Designer: Noel McCarthy

Genre: Comedy