New Adobe Ad Shows There’s A Better Way to Sign

Whether it’s business or basketball, losing a big deal to a slow and outdated process is one of the most crushing realizations for any organization. This is exactly the scenario that plays out in our latest ad, “Billion Dollar Contract,” which highlights Adobe Sign.

“Billion Dollar Contract” is our first large-scale advertising campaign focused on the Adobe Document Cloud and continues our, “How’s Your Customer Experience?,” ad series that debuted in April. The satiric ad conveys how signing documents, using the old-fashioned paper-and-pen method, can stall contract approvals, break deals and even disappoint an entire fan-base. Surprisingly, losing sports deals due to paperwork is not that far-fetched.

“We love this campaign because it illustrates the importance of digital transformation, how it can affect the customer’s experience, and how that experience can change the entire course of business,” said Alex Amado, VP, Experience Marketing at Adobe.

The 60-second national ad spot will run online through Adobe channels and paid media starting today. Given the basketball tie-in, the ad will air during select NBA games on TNT starting in October with two season openers. After that, the ad will air during games that feature recent high-profile player contracts like Kevin Durant, Pau Gasol, Derrick Rose and Dwayne Wade.

On Monday and Tuesday, Fast Company will feature a fun homepage takeover, ironically called “Slow Company,” which reinforces our “better way” message.


The campaign was created with our agency Goodby Silverstein & Partners and is one of our most prominent ad buys to date. Check out some of our past ads: The Gambler, The Launch, Click Baby Click and Woo Woo.