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.