SAP and BBDO New York created this lighthearted spot to simplify the real-world applicability of SAP’s AI technology.
Steering away from “sexy” innovations and confusing tech lingo, the :30 follows an AI-animated cat–painted Van Gogh-style–going through various office scenarios. The concept contrasts the duality of AI’s role in businesses by showing its impact on digital renders, as well as supply chain management and decision-making processes.
Lobo served as production studio on the "Office Cat" spot which was directed by Richard Carelli and Mateus de Paula Santos.
Credits
Client SAP Agency BBDO New York Matt Macdonald, chief creative officer, NY; Corey Rakowsky, Kleber Menezes, executive creative directors; Marina Gokman, Steven Schroth, creative directors; Alex Gianni, EVP, head of content production; Becky Burkhard, group executive producer; Katie Theobalds, music producer. Media Agency OMD Production Lobo Richard Carelli, Mateus de Paula Santos, directors; Luis Ribeiro, managing partner; Paul Amorese, exec producer (live action) & line producer; Su Constantine, exec producer (animation); Katherine Pacula, line producer (Fixer); Rob Hauer, DP; Leandro Pena, VFX supervisor; Pablo Zurita, post producer; Pedro Falcone, editor; Matheus Miglionico, assistant editor. Telecine Color Collective Alex Jimenez, telecine artist; Claudia Guevera, producer. Music Storefront Music Productions, LLC Kari Steinert, composer; Adam Elk, John “Scrapper” Sneider, partners/exec producers; Kirsten Messier, exec producer
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
