By

Rob Skinner

MD

13th July 2021

2 min read

Traditionally, B2B marketing and TV advertising are two phrases scarcely seen together, but the recent approach ServiceNow has taken to promote its digital workflow platform has made us question whether B2B mass media evolution is on the horizon.  

The adverts in question are a breath of fresh air, using Willy Wonka and the Chocolate Factory to add a nostalgic touch, whilst conveying the benefits of digital workflows in any business field. Employing ad agency BBDO, ServiceNow seems to be looking to revolutionise the world of B2B marketing. The main piece shows Dominic Marsh as Wonka (filling the iconic shoes of Gene Wilder), stressed after a nightmare about supply issues to candy stores. His business partner ‘Maxine,’ then explains how, with workflows, you can proactively ensure that customers are kept supplied and happy. The advert is complimented by a series of 15 second shorts that show Wonka-world examples of how workflows can help. The campaign has become a hit online, having amassed 18,000 YouTube views in just under two months.

Another excellent example of relateable and accessible adverts from a B2B brand are the QuickBooks payroll adverts. These show miniature people dealing with a business’ entire needs, as a metaphor showing how it can all be managed from a mobile phone ‘in the back pocket of every successful business owner.’ Will the success of these light-hearted adverts and creative concepts pave the way for more B2B organisations to consider TV advertising?  

BBDO creative directors, Kate Catalinac and Corinne Goode, spoke to reel360.com about how challenging it was to sell the concept of workflows using video advertising. They referred to the project as ‘breakthrough B2B work,’ commenting “a B2B campaign filled with magic and wonder doesn’t have to be the stuff of pure imagination.”

Whilst an entire video ad campaign maybe out of reach for business marketers without deep pockets, simply broadening their perspective and considering tools that differ from their norm (and inject a bit of fun and creativity) could be a great way to stand out from the rest.  

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