Project management platform ClickUp is revising history in its newly-unveiled Super Bowl LVI spot – the brand’s first foray into the big game.
The ad, created almost entirely by the brand’s in-house team, depicts a reimagined signing of the Declaration of Independence in 1776 Philadelphia. A bumbling John Adams has misplaced the latest version of the document, to his colleagues’ great frustration. Luckily ‘Tommy,’ a youthful, redheaded rendition of Thomas Jefferson, intervenes with a laptop, saying there’s nothing to fret about since he’s saved the document as a ClickUp task.
When one of the Founding Fathers goes to sign the document with a feathered quill, Jefferson interjects: “No, no, no, no, no – you just click!” The man clicks and a delightful notification sound indicates that the document has been successfully signed. All rejoice.
“Historically, ads for work software have always been so corporate and pretty forgettable,” the brand’s chief creative officer Melissa Rosenthal tells The Drum. “We wanted to lean into the humor and reliability of everyday work struggles. We took inspiration from iconic workplace comedies like The Office, Parks and Recreation and Silicon Valley, but we also took risks to ensure we would make people laugh. That’s what brought us to the idea of setting the ad at a time before the internet – before electricity – to tell viewers what ClickUp is, what it does and how life could have been easier throughout history if ClickUp was available. It achieved our goal of making us laugh, and we hope it makes our viewers laugh too!”
The spot will debut during the big game on February 13 regionally across 14 major US markets, including New York, Chicago, Los Angeles, Dallas, Philadelphia and San Francisco.
Stay on top of all of the gameday action by checking out The Drum’s Super Bowl LVI ad scoreboard.