• by Fern Siegel , 6 hours ago

Humans often reject new technology — be it inoculation vs. leeches, purchasing a television or an unwillingness to embrace the Internet.

Enterprise software company SAP counters that resistance with Autonomous Enterprise, the company's vision for a more streamlined to run a business. The "Beginning of Better" campaign illustrates the advantages of progress. The longer two minute spot is here.

BBDO New York produced the creative. The ads are directed by Moxie Pictures' Frank Todaro.

SAP's focus: AI. People often predict the worst, adapt, then embrace a new invention or technology as essential to their lives. "Better" underscores that AI fear isn't a new phenomenon. Fear lessens once any disruption becomes the norm.

"Naturally, as businesses begin to think and act for themselves, people are going to ask the big existential questions. This campaign was born under the insight that these questions are nothing new. We’ve asked them throughout history, every time we’re experiencing a tech-ignited disruption. And who better to walk us off the ledge than the company responsible for three or four of these shifts over the last half a century?" Gary Resch, executive vice president/executive creative director, BBDO New York, told Agency Daily.

That's SAP's response to the newest tech adaption.

"Every major technological shift has been met with uncertainty before it became part of everyday life. The Autonomous Enterprise is no different. With our 'Beginning of Better' campaign, we wanted to acknowledge that uncertainty rather than ignore it. Confidence, not fear, is what enables businesses to embrace change. That’s the role SAP has played for more than 50 years, and the role we’re continuing to play in the AI era," added Ada Agrait, Global CMO, SAP.

BBDO New York's client work also includes Michelob ULTRA, Pepsi and Whiskas.