• by Fern Siegel , May 9, 2022

Global technology company ServiceNow develops a cloud-computing platform that manages digital workflows for numerous enterprise operations. The digital applications vary — its tools deliver everything from entertainment to coordinating vaccinations.

To bring greater visibility to the platform-as-a-service provider, BBDO San Francisco just launched a campaign to illustrate how ServiceNow’s tech impacts many aspects of life.

In fact, the company says it works with more than 80% of Fortune 500 companies to deliver goods and services faster.

Customers include 7Eleven, Deloitte, RICOH and the City of Copenhagen.

The debut 60-second spot for ServiceNow, posits Sara, a young woman who discovers the world works better when digital streamlines daily experiences. She’s seen in an array of circumstances — from talking to a stranger about an app she created to crashing an eco-summit to applaud digital efficiency.

As the cross-media campaign — TV, YouTube, print — rolls out over the next few weeks, companies and brands aligned with ServiceNow will be revealed. They support the spot’s tagline: "The world works with ServiceNow."

BBDO’s EVP-senior creative directors Chris Curry and Jerry Dugan told Agency Daily: "The audience is B2B. But the main character is like all of us. She never really stopped to think about how all her cool gadgets and gizmos work. Now she’s wide-eyed and awakened, appreciating all the cool tech in the world that seamlessly works behind the scenes. That’s the kind of tech ServiceNow makes.”

The spots were directed by Frank Todaro, an award-winning comedy director responsible for various Super Bowl ads, including Budweiser “Lizards,” Hyundai’s “Dad’s Sixth Sense” and Little Caesars “Sliced Bread.”

The ServiceNow creative will run through 2022 and into early 2023.

“It’s easy to focus on the technology we see — the watch we wear, the virtual meetings we join. It’s even easier to take for granted the incredible systems and processes working behind the scenes to make those technologies possible. We believe that when the world works better, we can create the future we imagine,” ServiceNow's CMO Michael Park explained to Agency Daily.

Since 2013, ServiceNow has been on an acquisition kick. It acquired 21 companies since then, including Telepathy, SkyGiraffe, Element AI, Lightstep, Mapwize and Gekkobrain.

As of December 31, 2021, the company reported 2021 revenue of $5.7 billion, representing 29% YoY growth.