Adobe’s Latest Comedy Shows How Great Customer Service Isn’t So Great for Bank Robbers

Doubling down on the notion that data helps drive great consumer experiences, Adobe introduces its latest software suite with “Heist,” an amusing spot in which a bank’s customers (and staff) aren’t enjoying themselves at all.

That’s because the branch is being robbed by a bunch of dudes wearing ski masks and stockings.

In a twist, however, the gang arent having their best day either, because one of the tellers knows a little too much about them. Like their names. And that fact that one gunman is in the market for a new house, while another wants to consolidate his student loans.

Dude, when you rob a bank, especially one that uses Adobe Experience Cloud to fine-tune its pitch, you have got to remember to turn off your phone’s geolocation tracker! It’s not 2010 anymore!

“For a few years, we have been showing what happens when digital marketing goes wrong, as a sort of cautionary tale to marketers,” Adobe vp of experience marketing Alex Amado tells AdFreak. “As the campaign evolves, we wanted to switch up the creative strategy and start to show the potential of great experiences.”

Developed by Goodby Silverstein & Partners and director Steve Rogers (whose work includes Adobe’s flashy “Secret Agent” and Nike’s lauded “Snow Day”), the commercial introduces a new tagline, “Make experience your business,” in an effort to show companies that “it’s time to rethink business, and to consider how digitally enabled experiences can be improved at every customer touchpoint,” Amado says.

Targeting senior digital leaders within organizations, the ad trumpets Adobe Experience Cloud, a brand new offering designed to more closely and seamlessly connect companies and customers across various digital interactions. Experience Cloud combines Adobe’s Marketing, Advertising and Analytics Cloud products, leveraging the company’s underlying, cross-cloud architecture to unify content and data.

Now, given its high-profile data breach, some might say Adobe is taking a bit of a risk by presenting a robbery scenario of any sort. (The ad also calls to mind LifeLock’s popular bank-heist ad, which, ironically, touts cybersecurity.) Still, it’s a cute spot that does a good job of instantly communicating the potential value of Experience Cloud to businesses — and its pitfalls to careless, cloddish criminals.

“We’re employing the age-old ‘Show the benefits, not the features’ tactic,” Amado says. “The technology is powerful and flexible, and not well-suited for explanation within a commercial spot. So, we tell a much more interesting and relevant story by speaking in a language that our audience is very responsive to — the language of their own customers’ experiences.”

For a touch of extra realism, Adobe shot the spot in a Los Angeles building that used to be a bank, rather than film on a set.

“We had a discussion whether the bank facility itself should look more modern, sleek, state of the art,” says Amado. Ultimately, he says, the team decided that “some of the most important digital experiences happen on customers’ own devices, like their mobile phones. So it was better to show a location that could be any bank, which reinforces our storyline that any business, old or new, can and should start thinking like an experience business.”

CREDITS

Client: Adobe

Title of Creative Work: “The Heist”

Agency: Goodby Silverstein & Partners

Creative

Co-Chairman, Partner: Rich Silverstein

Creative Director: Will Elliott

Creative Director: Patrick Knowlton

Art Director: Bennett Austin

Copywriter: Dan Berenson

Production

Director of Production: Tod Puckett

Executive Producer: Benton Roman

Account Services

Managing Partner: Brian McPherson

Account Director: Theo Abel

Account Manager: Molly Navalinski

Assistant Account Manager: Lexie Hartnett

Brand and Communication Strategy

Director of Brand Strategy: Bonnie Wan

Brand Strategist: Etienne Ma

Director of Communication Strategy: Christine Chen

Communication Strategy Deputy Director: Dong Kim

Senior Communication Strategist: Victoria Barbatelli

Communication Strategist: Tara Hughes

Jr. Communication Strategists: Catherine Kim, Nicole Bruno

Research & Analytics Director: Cassi Husain

Business Affairs

Business Affairs Manager: Heidi Killeen

Production Company

Company Name: Biscuit Filmworks / Revolver

Director: Steve Rogers

Managing Director: Shawn Lacy

Executive Producer: Holly Vega

UPM: Jay Veal

Head of Production: Rachel Glaub

Head of Production: Mercedes Allen

Director of Photography: Alwin Kuchler

Production Designer: Paul Austerberry

Editorial Company

Company Name: Final Cut LA

Editor: Rick Russell

Assistant Editor: Dillon Stoneburner

EPs: Suzy Ramirez, Eric McCasline

Producer: Barbara Healy

Telecine

Company Name: The Mill NYC

Colorist: Fergus McCall

VFX/Finishing

Executive Producer: Leighton Greer

Senior VFX Producer: Will Unterreiner

Associate Producer: Karina Slater

VFX Supervisor/CD: Tim Davies

2-D Lead Artist: Adam Lambert

2-D Artist: Brett Lopinsky

Music

Company Name: Woodwork Music

Sound Design

Company Name: Lime

Sound Designer: Michael Anastasi

Mix

Company Name: Lime

Mixer: Rohan Young