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Adobe Jabs at CMOs in Super Bowl Ad
By: Dwayne W. Waite Jr.
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"Everybody said to look at the data."

That’s one of the lines the ad professional says in the new spot Adobe is releasing for the Super Bowl. 

Adobe, which started its campaign "Do You Know What Your Marketing is Doing?" a while ago, seems to be looking to pick up some steam with running this ad. We don't blame them; with the amount of distrust between agencies and brands, it seems that every pitch or budget conversation will have to include a mediator to help discuss data, transparency, and the return elements both parties should be looking for.

Adobe is saying in this ad that it may be their huckleberry.

Below is the ad.

AdLand is tossing and turning over the power (or misuse) of data. We still have a working hypothesis that several marketing professionals have in fact gathered considerable amounts of data, but still have no real idea how to use it. When another party like an agency comes in with inferences to the data, brands interpret it in a different way. Or perhaps they disagree with the agency's perspective and create their own.

Regardless, Adobe's ad is clever and pretty straightforward. No one should be gambling on a $4+ million dollar spot. In that case, data plays a serious role.

h/t Hollywood Life


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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