Salesforce debuts new Matthew McConaughey ad during NFL Thanksgiving games

Spot directed by Dante Ariola is the latest in the company's 'Team Earth' campaign

Published On
Nov 23, 2022

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Salesforce launched the "Team Earth" initiative during this year's Super Bowl due to "the climate crisis, the trust crisis, and the crisis of inequality,” according to a press release. The ad also introduced McConaughey in his role as brand advisor for the software giant. Salesforce's Chief Marketing Officer Sarah Franklin declined to comment on the company's plans for Super Bowl 2023. 

“The first [ad] was introducing the concept, and now it’s ‘let’s all get on the bus and join,’” Franklin said.  The new spot ends with a call to action from McConaughey and a link to an updated “Team Earth” webpage (called "Team Earth Now"), where businesses can join the initiative and begin drafting their relevant strategies.

The new ad was created in-house and directed by Dante Ariola via MJZ.

As part of the new rollout, Salesforce has also registered Earth as a business profile on Linkedin, with descriptions of its success and "product offerings" like air, trees and oceans.

There’s no mention of the metaverse in the new ad, unlike February’s spot, which characterized the metaverse as a space to resist. “While the others look to the metaverse and Mars, let’s stay here and restore ours,” McConaughey said in the first installment, encouraging sustainability over virtual reality. Salesforce doesn’t have a metaverse strategy, but it is piloting its own NFT marketplace to provide a no-code solution to customers.

“The March” also takes a small shot at so-called “cancel culture”—“Let’s have less cancellation, and more conversation,” McConaughy says. 

The ad’s debut on Thanksgiving isn’t just because Americans will already be thinking about gratitude, Franklin said. The worsening economic situation in the U.S. and across the globe means that businesses are having to adjust accordingly, which Franklin sees as a perfect time to consider more responsible business practices. Having a strong environmental, social and governance position, for example, can help a company expand into new markets, she said. Sustainability can also give employees a sense of purpose, she said. 



Nov 23, 2022
Client :
Brand Partner & Advisor :
Matthew McConaughey
EVP Global Brand Marketing :
Colin Fleming
SVP Head of Creative :
Scott Larson
VP Group Creative Director Brand Awareness :
Kim Baffi
Creative Director Brand :
Paul Nowikowski
Associate Design Director :
Donald Rusimbi
Senior Copywriter :
Lucy Sandwick
Senior Copywriter :
Ashlee Flores
Senior Art Director :
Seth DeGarmo
Associate Creative Director :
Joel Wheat
Senior Director Creative Strategy & Integration :
Darren Brady-Harris
Senior Manager Creative Strategy & Integration :
Olga Zakharenko
Program Manager :
Jenny Lidington
Head of Production :
Tim O'Hara
Executive Producer :
Derek Ruddy
Producer :
Cleave Frink
Producer :
Clementine Ngo-Anh
Business Affairs :
Cindy Lewellen
Production :
Director :
Dante Ariola
President/Executive Producer :
David Zander
Senior Executive Producer :
Eriks Krumins
Producer :
Natalie Hill
Director of Photography :
Bjorn Charpentier
Production Designer :
Quito Cooksey
Stylist :
Karen Baird
Stylist :
Michelle Tomasziewski
Editorial :
Final Cut - LA
Editor :
Crispin Struthers
Assistant Editor :
Ihila Lesnikova
Assistant Editor :
Eliza Kanter
Managing Director :
Justin Brukman
Executive Producer :
Suzy Ramirez
Producer :
Rebecca Mitchell
Sound Design :
Barking Owl
Sound Designer :
Gus Koven
Creative Director :
Kelly Bayett
Producer :
Hannah Alter
Music :
Mutato Muzika
Composer :
Mark Mothersbaugh
Music Recorded and Mixed :
Seth Atkins Horan
Mix :
Lime Studios
Audio Mixer :
Zac Fisher
Audio Assistant :
Klaudia Bennett
Executive Producer :
Susie Boyajan
The Mill
Senior Executive Producer :
Karen Anderson
VFX Producer :
Stefani Na
VFX Coordinator :
Joelle Amoroso
Executive Creative Director :
Michael Gregory
VFX Supervisor :
Michael Gregory
2D Supervisor :
Michael Gregory
CG Supervisor :
Corinne DeOrsay
Nuke Compositor :
Andrew Roberts
Nuke Compositor :
Hector Cabrera
Nuke Compositor :
Oliver Caiden
FX Artist :
Andy Sheng
FX Artist :
Josh Harrison
Lighting Artist :
Corinne DeOrsay
Lighting Artist :
Lorena Cano Acosta
Designer :
Tiffany Shen
Associate Production Manager :
Noan John Vinod
DFX Supervisor :
Vivekananthan R.
Animation Supervisor :
Sukanta Chakraborty
Animation Lead :
Dhruba Sinha
2D Artist :
Adwait Atul Page
2D Artist :
Jay Vasant Mehta
2D Artist :
Nitin Rupsing Patil
2D Artist :
Pravin Shamrao Ingale
2D Artist :
Tarun Shinde
2D Artist :
Ulhas Prabhakar Zatke
3D Artist :
Amarnath Reddy E.
3D Artist :
Peddinti Venkata Srihari
3D Artist :
Sinjan Ghosh
3D Artist :
Sri Charan Badireddy
3D Artist :
Devadathan K.C.
3D Artist :
Nisham Khan
3D Artist :
Laxmi Rai
3D Artist :
Rakshith U.
3D Artist :
Ram Yogeshwaran
3D Artist :
Pratik Bhade
3D Artist :
Sanjaykumar H. V.
3D Artist :
Sachin S.
3D Artist :
Avaneetharan Karuppasamy
3D Artist :
Nishant Ekka
3D Artist :
Tirupati Bhavani Shankar Derangula
3D Artist :
Ashish Bhanage
3D Artist :
Chetan Shelar
3D Artist :
Harivansh Rajput
3D Artist :
Prem Rajay Vankudre
3D Artist :
Abhishek Deswal
3D Artist :
Bandi Raju
3D Artist :
Mukesh Dasgaonkar
3D Artist :
Nimgal Joshua Yeshwant
3D Artist :
Sagar Dasgaonkar
3D Artist :
Tushar Tulsidas Burse
3D Artist :
Prashant Mohite
3D Artist :
Avinash Sangate
3D Artist :
Ritesh Patil
3D Artist :
Shailesh Madhav
3D Artist :
Pratik Prakash Sawant
3D Artist :
Romishbhai Sindh
3D Artist :
Ahamadulla Khan
3D Artist :
Umesh Shivade
Color :
Company 3
Senior Colorist :
Stefan Sonnenfeld
Senior Producer Color :
Blake Rice

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