Clive Owen can't fix the world, but maybe businesses can

Global b-to-b campaign from enterprise software company SAP delivers a message to viewers and its own employees

Published On
Apr 09, 2018

Editor's Pick

It's not often that an enterprise software company talks about climate change, overproduction and workplace bias. But those are exactly the kinds of issues that SAP enlisted actor Clive Owen to bring up, in a new global b-to-b campaign from BBDO New York. In a cheeky 60-second spot, Owen inserts himself into everyday situations in the office, on the farm and in the classroom--illustrating a frank listing of many of the biggest problems facing the world. He even takes matters into his own hands at the hospital, to the surprise of both doctor and patient. Charismatic megafauna get a shout-out, too, though it's a bit too late for the northern white rhino).

And who best to solve these problems? Why, business, of course. The new campaign marks the first time SAP has defined its brand vision in a global effort, centered on the idea that "we help the world run better and improve people's lives." It features the new tagline "The best-run businesses make the world run better."

But the message isn't just for potential clients; CMO Alicia Tillman, who took the reins at SAP seven months ago, wanted to encourage buy-in from all 89,000 employees, so the spot focuses on issues important to them.

O Positive's Jim Jenkins, best known for his laugh-out-loud work like Snickers' Super Bowl efforts, was on board to direct. But here, the comedy is dialed back a bit, resting mostly on a wink and a smile from Owen. The multimedia campaign also includes film, print, digital, out-of-home and social placements and an updated website.


Apr 09, 2018
Brand :
Client :
Worldwide Chief Creative Officer :
David Lubars
Chief Creative Officer :
Greg Hahn
Executive Creative Director :
Greg Ketchum
Executive Creative Director :
Tom Godici
Creative Director :
Corey Rakowsky
Creative Director :
Kleber Menezes
Director, Integrated Production :
David Rolfe
Executive Producer :
Alex Gianni
Senior Producer :
Ted McEnaney
Director, Music Production :
Rani Vaz
Managing Director :
Gerhard Remlein
Senior Creative Director :
Lesli Bilgor
Account Director :
Kristen Roche
Account Manager :
Virginia Rojo
Account Executive :
Isabel Pluck
Group Planning Director :
Brit Browning
Associate Planning Director :
Damon Garrett
Business Manager :
Grace Kelly
Production Company :
O Positive
Director :
Jim Jenkins
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
Director, Photography :
Claudio Miranda
Edit House :
Editor :
Ian MacKenzie
Assistant Editor :
Gustavo Roman
Executive Producer :
Gina Pagano
Post Producer :
Method NY
Effects :
Method NY
Senior Producer :
Graham Dunglinson
Business Development :
Stuart Robinson
Lead Flame Artist :
Mario Caserta
Visual Effects Supervisor :
Douglas Luka
Color :
Colorist :
Tim Masick
Producer :
Kevin Breheny
Original Music :
Audio Post :
Heard City
Engineer :
Evan Mangiamele
Producer :
Sasha Awn
Managing Director :
Gloria Pitagorsky

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