Machines are Learning, but Not All Are Keeping Up in ADP Spot from Arnold

ADP, a leading global technology company providing human capital management (HCM) solutions, is launching a new spot, “Machine Learning,” in the brand’s next iteration of ‘The Next Anything’ campaign. Created by AOR Arnold, the spot humorously depicts a future world where copiers and vending machines take on minds of their own. 

The :30 spot begins in a breakroom filled with employees watching a news segment with the headline, “Machines In The Workplace.” The spot goes on to depict comical, clever scenarios where everyday machines further participate in the world of work – from copiers participating in a creative brainstorm, to a vending machine receiving constructive feedback from a manager. The spot ends with the message: “Anything can change the world of work. ADP Assist is AI, informed by workplace data, and designed for the next anything.”

Targeted to business decision makers, the spot reemphasizes ADP’s pivotal role as an innovative leader in providing confidence in the ever-evolving world of work. “Machine Learning” was ideated from the thought that no matter how determined we are to seize an opportunity or thrive amidst change in today’s workforce, there’s always a bit of uncertainty to navigate.

“We were excited to partner with Arnold again to remind consumers that ADP can help provide employers with a level of certainty that's not always found in other avenues of business. We’re a company that has been helping businesses of all sizes manage their people for 75 years,” noted Gus Blanchard, chief marketing officer of ADP. 

The campaign will span across linear TV and CTV, starting on November 11th. 

“Technology is constantly changing. Even the rhetoric around how much it will change the workplace changes daily. No wonder it’s getting harder and harder for businesses to know how to react. Thankfully, ADP with its vast workplace data can help employers, employees (and the occasional vending machine) navigate the chaos,” said James Bray, ECD of Arnold. 

The first spot of the campaign, 25th Hour, launched last year and imagined a world where an extra hour in the day brought about rising solar stocks, extended lunch breaks, company-wide power naps, and the possible impact on overtime hours.