• by Fern Siegel , December 12, 2023

AI is now part of life — and SAP is trying to simplify its real-world applicability with "Be Ready."

BBDO New York created the spot, which runs across OLV, social and CTV.

SAP Concur is an SaaS company providing travel and expense management services to businesses.

Rather than focus on technological wizardry, the 30-second ad follows an AI-animated Van Gogh-styled cat going through various office scenarios. The cat explains how AI can be an asset to business by showing its impact on supply chain-management decision-making and personnel.

“A lot of the buzz and excitement around AI focuses on headline-making applications that aren’t really built with business in mind. So, we decided to take one of those applications and turn it into a roguishly charming, but ultimately unhelpful spokescat to point out moments where AI could and should be helpful to businesses,” Corey Rakowsky, senior creative director, BBDO NY, told Agency Daily.

BBDO's client work includes Dunkin' Donuts, Allianz, M&Ms and Home Depot.