Adobe is running “Billion Dollar Contract”, a commercial promoting Adobe Sign interface, in the context of a basketball superstar switching teams. The Adobe Billion Dollar Contract commercial features a basketball superstar with his colleagues waiting in a conference room as business executives review his billion dollar contract to a new team, each one taking his turn to manually sign all the paper documents. A rival team messages the basketballer on his cellphone, offering him a deal he can sign with his finger, using the Adobe Sign interface. As he walks out, leaving his pen behind, we see Adobe’s tagline: “How’s your customer experience? We can help.”
The Adobe Billion Dollar Contract spot is part of a campaign created by Goodby Silverstein & Partners to promote Adobe’s Document Cloud business. The commercial is running online through Adobe-owned channels and paid media placements beginning this week. Given the basketball theme, Adobe will also be launching one of its highest profile TV ad buys by airing the spot on TNT as part of two NBA season openers on 10/25 between the Warriors and Spurs, and the Cavaliers and Knicks. Adobe’s strategy is to 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.
Adobe Billion Dollar Contract Credits
The Adobe Billion Dollar Contract commercial was developed at Goodby, Silverstein & Partners by co-chairmen Rich Silverstein and Jeff Goodby, chief creative officer Margaret Johnson, creative directors Will Elliott, Patrick Knowlton, Roger Baran, Sam Luchini, art directors Jasper Yu and Stefan Copiz, copywriter Alex Maleski, director of content production and music Tod Puckett, senior producer Benton Roman, production coordinator Rachel Newman, director of brand strategy Bonnie Wan, brand strategists Etienne Ma and Andrew Mak.
Filming was shot by director Adam Hashemi via Reset with managing director Dave Morison, executive producer Jeff McDougall, bidding producer Jenn Ingalls, head of production JP Columbo, and producer Michelle Currinder.
Editor was Olivier Bugge Coutte at Rock Paper Scissors with producer Charlyn Derrick. Post/VFX was done at The Mill by senior producer Will Unterreiner, and 2D lead Tara DeMarco.
Sound and music were produced at Barking Owl, by sound designer Michael Anastasi, mixer Patrick Navarre, and creative director Kelly Bayett.
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