Adobe will be preaching a message of "Creativity for All" in an Oscars ad that explodes with imagery like a Pandora's Box of artistic expression.
The mixed-media spot depicts Adobe's tools working in "real-time" on projects from street artist Shepard Fairey and images of popular figures including artist Frida Kahlo, musician Billie Eilish (who recently swept the Grammys and will appear in a special performance at the awards) and activist Malala Yousafzai. It's set to an iconic Hollywood tune, "Pure Imagination," sung by Gene Wilder for "Willy Wonka and the Chocolate Factory," the 1971 film adaptation of Roald Dahl's classic children's book.
The spot was created out of Goodby Silverstein & Partners and is meant to communicate how Adobe has helped to democratize creative expression across a broad audience. "For generations, creativity was reserved for the lucky few with the means to pursue their passions," said GS&P Creative Director Wes Phelan in a statement. "But thankfully, times have changed–and in today’s world, the tools to create are available to everyone, everywhere."
The Oscars ad is accompanied by a separate film highlighting all the people who helped to make it. It features more than 1,000 names and 459 credit lines and serves as a "thank-you to every person who has every opened an Adobe program," said GS&P Creative Director Matt Edwards.
In concert with the ads, Adobe is debuting a partnership with Teach for America. The company will be working with the organization to bring creativity and storytelling into classrooms through workshops, training and tools. it will also encourage viewers to share who they would thank in their "Oscar moment" with the hashtag #CreativityforAll. For each hashtag shared from Feb. 6 through Feb. 11, Adobe will donate $5 to Teach for America.