The new ad, once again by Goodby Silverstein & Partners, shows what happens when a basketball superstar is signing a contract with a new team. Fans are eagerly standing outside, but inside the conference room the number of signatures required on the paperwork is ridiculous -- and the player, waiting with pen in hand, starts to get bored. Then, his phone buzzes, with a digital counter-offer from a different team. He uses Adobe Sign to sign on the dotted line with his finger, and exits the room saying: "You can keep the pen."
Adam Hashemi at Reset directed the spot. In keeping with the basketball theme, Adobe will be airing it on TNT as part of two NBA season openers on October 25 between the Warriors and Spurs, and the Cavaliers and Knicks. It'll also air the spot during NBA games where there's likely to be commentary around high-profile player signings -- including Kevin Durant's first game with the Warriors, Pau Gasol's first game with the Spurs, Derrick Rose's first game with the Knicks, and Dwayne Wade's first game back against Miami.