When Stakes are High, Don’t Gamble Your Results

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Adobe’s latest ad campaign set around the Super Bowl, “The Gambler,” debuted online today and is launching in the U.S., U.K. and Germany. The spot uses satiric humor to ask the question: “Do you know what your marketing is doing?” Created by Goodby Silverstein & Partners, the ad sends marketers a message about the importance of looking at the data to gain actionable insights before going all in with a campaign – 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, Adobe’s vice president of Experience Marketing. “We’re executing a cross-channel media strategy to reach our target audience of senior marketers with a custom message: ‘If you aren’t using data and insights to drive your marketing, it’s just a gamble’.”

 

Taking our own advice, Adobe is rolling out the Gambler ad via a digital, data-driven and appropriately targeted campaign strategy, paired with some TV advertising. You can find the ad in digital properties aligning with Super Bowl advertising content including: Ad Age, Adweek, CBS News, Mashable, USA Today, and Wired; along with organic and paid social media placements (Facebook, Instagram, LinkedIn, Twitter, YouTube); and national/local market TV placements during late night shows including Jimmy Kimmel Live!, Saturday Night Live, and The Late Show with Stephen Colbert.

“We are big fans of using TV to strategically amplify your marketing message, but a great TV spot alone is no longer sufficient,” Amado noted. “Marketers need to have a second-screen, social, and audience activation strategy – along with the measurement capabilities to have confidence that your strategy worked for your business. With this ad, we’re reminding marketers to ‘look at the data’ and understand what it’s telling them before running any big marketing plays – or they just might risk losing in the big game.”

Read more about “The Gambler” in AdWeek and AdAge, and check out some of Adobe’s past ads aimed at marketers: The Launch, Click Baby Click and Woo Woo.