Creativity is Pure Imagination in Adobe Oscars Ad

Adobe is launching a new campaign that will kick-off during this year’s Academy Awards with a 60-second ode to creativity. The commercial, called ‘Creativity for all.’, is set to the song 'Pure Imagination', by Gene Wilder and features icons of the digital era such as Shepard Fairey and Malala Yousafzai.

The mixed-media commercial will be further complimented by a first-of-its-kind 'thank you' trailer made for the creative community, recognising every artist who had a hand in creating the beautiful imagery featured in the spot with over 1,000 names and 459 lines of credit.

“'Creativity for all.’ is a 60-second ode to the democratisation of creativity, featuring icons of the digital era like Shepard Farey, Malala Yousafzai and the credit list – with well over 1,000 names – includes a thank-you to every person who has ever opened an Adobe program,” says Matt Edwards, creative director at GS&P. “It’s a commitment by Adobe and Goodby Silverstein & Partners to continue working toward a world where everyone who wants to make something, can.”

“Creativity is the great enabler and it’s within all of us,” adds Ann Lewnes, executive vice president and chief marketing officer at Adobe. “Creativity has the power to influence politics, culture and social norms so it’s critical that we hear from a broader, more diverse set of voices, especially the next generation of creators.”

In addition to the TV commercial, which was created by Goodby Silverstein & Partners, Adobe will launch a social campaign with philanthropic partner Teach for America. Under the #CreativityForAll banner, the campaign will serve as a call to action that everyone can express themselves creatively. Audiences, viewers, followers and fans will be encouraged to think about their Oscar moment and who they would like to thank. For every hashtag, #CreativityForAll mention, Adobe will donate $5 to @TeachForAmerica from Feb 6-11 to help inspire the organization with the goal of reaching 15,000 teachers and 500,000 students who otherwise wouldn’t have access to creative tools or programs.

“At Teach For America, we believe that every child deserves the chance to discover their passions and gifts in life and gain the knowledge and skills they need to fully live into their unique abilities,” says Teach For America CEO Elisa Villanueva Beard. “We’re excited to partner with Adobe to expand students’ access to creative technology in the rural and urban communities where our teachers work. This new effort will help unleash the power of the imaginative and original thinking that goes on in our classrooms every day and ensure that our students can share their stories and gifts with the world.”