First-time Super Bowl advertiser Workday is hoping to make a splash on Monday during the game’s third quarter with the help of some legendary rockstars.
The bold minute-long advertising spot will play with traditional office stereotypes. The catch? World-renowned rock stars will play the role of office workers.
In a short preview, audiences have the chance to see no other than living legend Ozzy Osbourne as the new “weirdo” office employee. Osbourne may be donning a shirt and tie, but his iconic black eyeliner is still in place as he swivels around in an office chair and asks one of his colleagues: “Which one of you wants a piercing?”
The full spot is set to feature both Joan Jett and Gary Clark Jr., as well as other yet-to-be-revealed celebrity rockstars.
The system software company may seem unlikely to advertise at the Super Bowl but its marketing strategy could be crazy enough to work.
Partnering with Ogilvy, Workday has hired director Jim Jenkins who has previous experience with Super Bowl advertising promotions such as the 2020 Jeep spot featuring Bill Murray reprising his role in “Groundhog Day.”
Workday is already teasing its first-time appearance at the Super Bowl. A social media campaign calls upon consumers to tag the “rock stars” they know at their workplace, while a full-page ad in The Wall Street Journal spreads the word through print advertising.
Considering the financial investment it takes for brands to present at the annual sports event, this sort of campaign by a rookie Super Bowl advertiser could be a huge risk.
However, Workday’s plan to draw attention to its company software may prove to be an example of contemporary advertising done right.
“Where are the rock stars in your organization? Look around—they might be sitting right next to you. Join Ozzy as he gets ready to rock the corporate world on football’s biggest stage,” reads the ad preview. We are looking forward to it!