Adobe has entertained us with its stories of major business fails -- such as one spot about a major sports deal going horribly wrong, and another about a super spy whose mission gets unexpectedly thwarted -- all thanks to a poor customer experience. Now, however, in its latest ad from Goodby, Silverstein & Partners, Adobe is showing how a stellar customer experience can make a really bad situation go tremendously right.

Directed by Biscuit Filmworks' Steve Rogers, it features a trio of crooks holding up a bank -- but thanks to Adobe Experience Cloud, one teller is easily able to I.D. a couple of the culprits and offer them some banking benefits in the process, undermining their original operation. The spot introduces the new tagline, "Make experience your business."

"We thought it was a sneaky way to show people what a digital customer experience actually is," said Goodby, Silverstein & Partners Creative Director Will Elliott in a statement.

"To keep customers engaged, businesses are having to reinvent the experiences they deliver," added Alex Amado, VP of Experience Marketing. "They need to make them simpler, more relevant and more personalized. We love this new spot for the Adobe Experience Cloud because it shows how those kinds of experiences can build loyalty, even with the most challenging customers."