Sunday, June 24, 2018
You are here:

Matthijs van Heijningen Directs Adobe's "Snake Bite" For Goodby Silverstein & Partners

By

Robert Goldrich
Friday, Apr. 15, 2016

2194 views

Log in or register now!

Adobe’s “Do you know what your marketing is doing” campaign from Goodby Silverstein & Partners continues with “Snake Bite,” a 60-second spot which focuses on the mobile customer experience.

Directed by Matthijs van Heijningen of MJZ, the piece opens with two guys hiking in the mountains. Suddenly, a snake bites one of them in the leg, and the man screams in terror and falls to the ground. His friend tries to help, saying, “Hold on – I know a medical website!” 
 
Zooming in on the phone, the medical site he visits is blocked by a full-screen pop-up ad, which annoys him and he can’t find the ‘hidden X’ to close out of it.

The snake-bitten man continues groaning and says he can’t feel his leg. His buddy tries clicking on something else, but is taken to another page within the site and offered to download their app. He is clearly frustrated, saying, “Now they’re making me sign up for the newsletter!”

The injured man is now looking progressively worse and starts muttering incoherently. Still focused on the phone and trying to click on a snake bite link, the other man almost gets what he wants, when a survey to “rate your site experience” emerges.

He tells his friend, who’s succumbing to the snake bite, to hold on for just 15 more seconds until he can access the site link and starts counting down. Delirious, the injured man starts seeing a bright white light and reaches out to it.

Adobe’s tagline: “How is your customer experience? We can help.”

This bit of satire was deployed to help address how marketers need to consider mobile as a vital channel to their overall strategy. 
 
“Ultimately, your customer experience is your brand,” explained Alex Amado, VP of experience marketing at Adobe. “More and more customers are connecting with you through digital channels, and they expect high-quality content and a seamless experience on mobile. They want what they want, when they want it, and the stakes are higher than ever for marketers--get the experience right or risk losing your customers.”

Will Elliott, creative director and associate partner, Goodby Silverstein & Partners, added, “’Snakebite’ shows in an absurd way that a bad mobile experience can turn away business and kill your growth--or worse, your customers.” 
 
This spot is currently on Adobe-owned channels as well as part of a paid online media buy.

Credits

Client Adobe Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, executive creative director; Will Elliott, Patrick Knowlton, creative directors; Carlo Barreto, art director; Jonathan Pelleg, copywriter; Tod Puckett, director of content production; Benton Roman, sr. producer; Bonnie Wan, group brand strategy director; Etienne Ma, Andrew Mak, brand strategists. Production MJZ Matthijs van Heijningen, director; Eriks Krumins, sr. executive producer; Betsy Oliver, producer; Linus Sandgren, DP; Floyd Albee, production designer. Editorial Work Editorial Jono Griffith, editor; Jasmina Zaharieva, assistant editor; Marlo Baird, exec producer; Jamie Lynn Perritt, producer. Postproduction MPC Mark Gethin, colorist. VFX/Finishing MPC Juliet Tierney, sr. producer; Michael Gregory, shoot supervisor, 2D lead;  Jason Schugardt, shoot supervisor, 3D lead. Music/Sound Design stimmung Gus Koven, sound designer. Audio Post Eleven Sound Jeff Payne, mixer.

Genre: 
Style: 
Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://shootonline.com/embed/66582/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://shootonline.com/embed/66582/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://shootonline.com/embed/66582/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://shootonline.com/embed/66582/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Jun. 23, 2018

Say this about TV creators in 2018 — they don't give up easily. Three...

Friday, Jun. 22, 2018

Procter & Gamble had a Grand time at the Cannes Film Lions competition...

Friday, Jun. 22, 2018

Creative brush strokes from Pablo Picasso and Leonardo da Vinci were...

Friday, Jun. 22, 2018

Sonia Malfa--who was selected for the Commercial Directors Diversity...

Friday, Jun. 22, 2018

DP Daisy Zhou has joined Innovative Artists for representation in...

Friday, Jun. 22, 2018

Barton F. Graf has hired Savanah Brihn as chief strategy officer and...

Recent SPW Releases

Friday, Jun. 22, 2018

The five international channels of China Global Television Network (CGTN...

Thursday, Jun. 21, 2018

NorthSouth Productions, the company behind the smash-hit comedy series...

Thursday, Jun. 21, 2018

Christina Rzewucki is a Texture and Look Development Artist at Rising Sun...

Thursday, Jun. 21, 2018

The Producers Guild of America (PGA) announced Saturday, January 19, 2019...

Thursday, Jun. 21, 2018

Director Aubrey Smyth, represented for commercial and brand assignments...

Top