Since the dawn of time, people have been pretty sure the next big technology would be the one to ruin everything. They have also been wrong every time.
SAP\u2019s \u201cBeginning of Better\u201d campaign uses that very human instinct as the way into Autonomous Enterprise, SAP\u2019s vision for a more intelligent, connected way to run a business.
The campaign takes on the anxiety surrounding AI by looking backward: every major technological leap has been met with resistance before eventually improving how people live and work. Rather than treating AI fear as new, the work shows it as part of a much older pattern. People panic, predict the worst, adapt, and then wonder how they ever worked or lived without the thing they once feared.<\/p>\n
Directed by Frank Todaro, the campaign moves across different eras of technological change to highlight the absurdity of every generation believing its breakthrough might be the end of the world.
\u201cThis campaign is supposed to elicit a laugh, but also a deep exhale. Everybody chill. We\u2019ve been here before, we\u2019ve yelled the sky is falling, but ultimately we can\u2019t imagine how we ever managed to live our lives without these new technologies in the first place. And who better to ask us to breathe than the company that\u2019s been responsible for 3 or 4 of these big disruptions over the last half of century?\u201d said Gary Resch EVP, Executive Creative Director, BBDO New York.
The campaign\u2019s point is not that fear disappears. It is that confidence builds when people can see change as part of a longer pattern: what feels disruptive at first often becomes the next way the world works. And that pattern of resistance is exactly where SAP believes AI is today.
Instead of leading with technical language, SAP grounds a complex business vision in a familiar emotional reality: the uncertainty that often comes before progress.
\u201cInstead of leading with technology, we chose to begin with a universal human truth: change is uncomfortable. Every business leader is being asked to make important decisions in an environment of unprecedented uncertainty. \u2018Beginning of Better\u2019 reflects our belief that empathy is often a more powerful starting point than product features because confidence has to come before transformation,\u201d said Ada Agrait, Global CMO, SAP.
For SAP, that idea connects directly to Autonomous Enterprise: a future where AI does not replace business judgment, but helps companies run in a more intelligent, connected and responsive way.
\u201cToo much of the conversation around AI has been driven by fear or hype. We believe there\u2019s a better way to view it. Progress begins with confidence. For more than 50 years, SAP has helped businesses navigate moments of profound change, and \u2018The Beginning ofBetter\u2019 is an expression of that same belief today. Our role is to give organizations the confidence to move forward by combining the power of AI with the experience and judgment that drive every great business,\u201d said Ray Page, Chief Brand & Creative Officer, SAP.
While the campaign is about technological progress, AI was not the primary production tool. The key technology behind the craft was the volume screen and the creative flexibility it gave the team. The story was produced using a volume stage, allowing the team to move across 20 different places and 20 different centuries within one set.
For SAP, \u201cBeginning of Better\u201d makes Autonomous Enterprise feel less like another AI announcement and more like the next chapter in a long history of technologies people feared before they learned what those technologies could make better.<\/p>\n","protected":false},"excerpt":{"rendered":"Since the dawn of time, people have been pretty sure the next big technology would be the one…\n","protected":false},"author":2,"featured_media":62965,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21036],"tags":[23067,21776,48286,41181,48287,9695,48288],"class_list":["post-62964","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sap","tag-brands","tag-campaign","tag-humanitys-resistance","tag-humor","tag-new-technology","tag-sap","tag-sap-and-bbdo-new-york"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/62964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=62964"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/62964\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/62965"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=62964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=62964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=62964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}