Adobe The Heist

  • EMOTION INTO ACTION SCORE 81.92
  • YEAR 2017
  • Parent company Adobe Systems Incorporated
  • AGENCY Goodby Silverstein & Partners
  • CATEGORYTechnology
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Long

Our Opinion

Flirting with negative emotions before resolving back to positive is a common tactic for emotional advertising, but it’s high-risk too. Adobe’s bank robbery themed ad starts off terrifyingly realistic before quickly moving into more comic territory as a clerk recognises one of the robbers via his mobile app. To show the kind of fire Adobe are playing with, the UK’s Royal Mail released an identity theft PSA this year with an almost identical intro but which played its heist scenario straight: it crashed to one of our lowest ever test scores. But Adobe pull the scenario off and manage a 4-Star ad, particularly impressive since this is quite a technically-minded ad showcasing relatively obscure mobile features.