The ads have been released in the U.S., but the campaign will be rolled out globally with less reliance on McConaughey and more supplementary content.
“We are trying to be very thoughtful about ensuring that the questions we ask are not meant to stoke fear, but just meant to shine a light on where we think the direction should be going,” explained Fleming, who also revealed that he uses ChatGPT with his daughter, writing bedtime stories.
The spots were developed in-house by the Salesforce marketing team, allowing the company to produce ads quickly to meet emerging business trends. The slightly unreal and inauthentic feel was intentionally added in post-production.
The use of GenAI visual effects is something the company has begun to explore, including testing what a Gen AI-created McConaughey would look like, although Fleming doubts the results will ever see the light of day.
“There’s a lot of advancement that has still to come in the generative video market. It’s not fully there yet. But we’ve learned a lot, and we think of that to do with the campaign,” he said.
B-to-b marketing continues to resemble b-to-c from both the creative side and the media buying and planning. Fleming, who’s spent more than 12 years at Salesforce and has b-to-c marketing background, says that is no accident. (Fun fact: before marketing, Fleming was a professional race driver for Red Bull.)
“We’re selling to humans. We’re selling to people. Businesses are writing the checks, but these are humans,” said Fleming of his customers. “We know that the tendencies of consumers are the same as business buyers, so we have tried to level the playing field in how we approach briefs and how we approach the work we put forth.”
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