Basecamp, the workplace software, pokes fun at always-on work culture in time-traveling spot

Endless meetings. Productivity apps like Zoom and Slack. An always-on work culture that’s sapping everyone’s energy and morale.

You 1987 self would be horrified at what work life has become in 2023. Which is the theme of the first-ever brand campaign for Basecamp, the team communication platform.

A 60-second anthem spots start off in the ’80s and then fast forwards to workplace chaos in the present day. A never-ending work schedule, nonstop video calls and endless emails are the norm in 2023. “Just let me do my job," says the copy at the end, presenting Basecamp as a solution.

Basecamp is owned by 37signals—a Chicago-based software company and the owners of email platform Hey. Cofounders Jason Fried and David Heinemeier Hansson, who wrote bestselling business books Remote and Rework, launched Basecamp nearly 20 years ago. 

“Just Let Me Do My Job” was made by a newly formed in-house agency. The campaign also includes shorter spots, display and podcast ads, and 98 out-of-home placements which debuted in Boston last week.

The spots will run nationally on TV across the U.S., in parts of Latin America such as Brazil and Mexico, and on digital.