Humans often reject new technology — be it inoculation vs.leeches, purchasing a television or an unwillingness to embrace the Internet.
Enterprise software company SAP counters that resistance with Autonomous Enterprise, the company’s vision for amore streamlined to run a business. The “Beginning of Better” campaign illustrates the advantages of progress. Thelonger two minute spot is here.
BBDO New York produced the creative. The ads are directed by Moxie Pictures’ Frank Todaro.
SAP’s focus: AI. People often predict the worst, adapt, then embrace a new invention or technology as essential to their lives. “Better” underscores that AI fear isn’t a new phenomenon. Fearlessens once any disruption becomes the norm.
“This campaign is supposed to elicit a laugh, but also a deep exhale. Everybody chill. We’ve been here before, we’ve yelled the sky isfalling, but ultimately, we can’t imagine how we ever managed without these new technologies in the first place. And who better to ask us to breathe than the company that’s beenresponsible for three or four of these big disruptions over the last half of century?” said Gary Resch, executive vice president/executive creative director,BBDO New York.
And that’s SAP’s response to the newest tech adaption.
“Too much of the conversation around AI has been driven by fear or hype. Our role is to give organizations theconfidence to move forward by combining the power of AI with the experience and judgment that drive every great business,said Ray Page, Chief Brand & Creative Officer, SAP.
BBDO New Yorkclient work also includes Michelob ULTRA, Pepsi and Whiskas.