In this ad, ADP humorously portrays a future where everyday office machines, like copiers and vending machines, have developed minds of their own. The scenes depict these machines attempting to participate in workplace activities, leading to amusing and chaotic situations. For instance, a copier tries to contribute ideas during a brainstorming session, and a vending machine receives performance feedback from a manager. These scenarios highlight the potential pitfalls of unchecked automation and emphasize the importance of human oversight.
The Formula (That Works at Any Budget):
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Exaggerating AI’s Role = Instant Humor – The ad blows up the idea of machines being involved in human-centric tasks, leading to hilarious consequences. The contrast between the chaos of automation and the need for human oversight is what makes the ad entertaining and effective. → Lesson for B2B Marketers: Amplify common business challenges, like the tension between AI and human intelligence, to create humor and easily connect with your audience.
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Deadpan Humor with Absurd Situations = Strong Engagement – The machines’ serious attempts at office duties, paired with employees’ nonchalant reactions, create a unique blend of absurdity and humor. This keeps the audience engaged while subtly communicating the brand’s core message. → Lesson for B2B Marketers: Using absurdity and humor to highlight a relatable business scenario can increase engagement and drive home your message without being overly serious.
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Satire to Address Overhyped Technology = Effective Brand Positioning – ADP uses satire to highlight the potential dangers of over-relying on technology, positioning the brand as the voice of reason in the face of overhyped automation. → Lesson for B2B Marketers: Don’t shy away from poking fun at trends or technologies that are often overstated, as long as it aligns with your brand’s message and voice. This can resonate with your audience by positioning your brand as thoughtful and grounded.
Humor Breakdown:
Machines Misinterpreting Roles: The humor comes from the absurdity of inanimate objects trying to take on human roles, such as a copier pitching ideas or a vending machine getting feedback. It emphasizes the chaos that could come with fully automated systems without human oversight.
Deadpan Reactions: The employees’ straight-faced responses to these absurd situations enhance the comedy. By not overreacting, they make the oddities of AI seem even funnier.
Satirical Take on AI Hype: The ad pokes fun at the growing reliance on technology in the workplace by showing how a world dominated by machines would be impractical and absurd.
Final Verdict:
ADP uses humor and satire effectively to showcase the importance of human involvement in a world increasingly dominated by technology and AI. The ad reminds businesses that while AI can be a powerful tool, it’s still the human touch that makes a company run smoothly. The humorous approach creates an engaging, memorable way to communicate this message.
Brave-o-meter score:
B-5 | R-7 | A-6 | V-5 | E-6
BRAVE – 5.8/10
Watch the full ad & learn more:
