Monday.com runs the world’s orcas like a company in comic spot

Keeping track of all the projects, tasks, workflows, assets and anything else needed to run a company is difficult, to say the least. It takes extreme organization—and helpful systems—to prevent mix-ups and breakdowns in communication. 

A new campaign from multi-product work solution Monday.com pitches itself as just that—a helpful system that can keep you organized to run any kind of company. And a borderline absurd commercial emphasizes any. 

“Whatever You Run,” created in-house in partnership with creative director Alon Seifert, takes viewers into the ocean to show how Monday.com helps a fictitious company called “United Orcas” run their company from within an orca’s body. Yes, apparently, this company developed and runs the entire orca species worldwide.

The spot shows how Monday.com helps United Orcas keep track of their orca movie deals, merchandise, marketing, operations, design and more. 

Also read: The client is so horribly client-y in Teamwork’s great spoofs of the ad business

The concept was inspired by orcas’ behavior in the wild, particularly their traits of teamwork and efficiency, and aims to demonstrate how the service can be used to run even the most complex and large-scale operations to achieve ambitious business goals.

Monday.com used generative AI in various pre-production stages to produce the ad. To film the spot, the company constructed the set in the shape of an orca to create an underwater office. 

Even funnier than the hero spot, however, is the behind-the-scenes style video below, which shows how the cast and crew worked to create the orca spot. A voiceover makes self-deprecating jokes, as the cast and crew wonder aloud, “Who wrote this?” 

"This campaign is a vital step in Monday.com’s creative growth as we continue to showcase our platform’s capabilities and reflect our commitment to empowering teams to excel in every aspect of their work,” said Omri Gitter, VP of brand at Monday.com. “Our concept for the campaign showcases how Monday.com powers workflows of any kind with clarity, flexibility and scalability.”

The new spot will air across formats including CTV, audio and performance ads across North America and London. 

The campaign will also feature 150 billboards, subway ads, and other out-of-home elements in eight markets, including New York, Los Angeles, Chicago, Atlanta, Boston, San Francisco, Seattle and Toronto. The out of home ads go live Sept. 2. 

“For Whatever You Run” follows Monday.com’s “Work Without Limits” campaign, which debuted during the 2022 Super Bowl. 

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