A little humor always lightens up a B2B message. And Globant, the digital consultancy, scored big points with that approach last year—with two over-the-top films poking fun at old and static business consultancies.

In one film, a worker is developing a 1,000-slide deck—no pointless fluff in there, surely—as his thrilled colleagues watch in amazement. In the second, an office has just installed new computers whose keyboards have only two giant buttons, “copy” and “paste,” because that’s all the employees are required to do.

Both spots close with the line “End the old consultancy bullsh*t” and invite viewers to “Meet the future of digital transformation” with Globant.

The work was developed with creative agency Gut Buenos Aires. Matias Lafalla, Gut executive creative director, and Joaquin Cubría, chief creative officer, said at the time the spots were released: “Most big companies work with more than one consulting firm at a time, and NPS data showed that the major factors that make Globant stand out are their involvement, agility and flexibility when approaching challenges. Many of the insights provided by the clients themselves made us laugh at the sheer ridiculousness of how torturous and outdated some of these processes are, and that inspired these pieces.” 

Wanda Weigert, Globant chief brand officer, said the campaign was meant to emphasize that Globant is a different kind of consultancy than anything else out there. “Those who know us know that the experience we offer is distinctly unique, from the proposal to the execution,” she said. 

See all the 2023 Ad Age Creativity Awards winners.