Thanks to Autodesk, even God can take a vacation. At least, that’s what the design and make software brand claims in its new campaign.
The brand has enlisted Emmy-winning actor and comedian Tony Hale for “Let There Be Anything,” its new campaign celebrating the ingenuity of the people who design and make the world around us, and the technology that powers their work.
Released with a 60-second ad, the spot sees Hale portraying God, traveling the world in awe of what Autodesk customers have designed and made, from buildings to bikes and beyond. The ad uses humor to draw parallels between divine creation and human innovation.
According to Autodesk, the campaign marks the unveiling of one of its “boldest brand transformations in its 43-year history.” Riffing off an old quote from its former chief executive officer (CEO), Carol Bartz, who once said: “If it wasn’t made by God, it was made by an Autodesk customer.”
The campaign is also the first creative work from its newly appointed creative agency of record, Giant Spoon.
“Let There Be Anything” will run on ABC and ESPN during the NBA Playoffs from round two through games one and two of the NBA Finals. It will debut on May 9 during the Denver Nuggets and Oklahoma City Thunder’s third matchup.
The ad will also air across Autodesk’s digital channels, such as YouTube, LinkedIn, and Meta, along with a series of posts across its social media channels.
A branded house strategy
Autodesk houses more than 185 design and make products for customers across industries like architecture, engineering, product design, and entertainment.
Since Treseder joined in 2022, the business has set a new standard for B2B marketing, leaning into pop culture and telling its brand story through IPs it is tied to, including The Walking Dead and Star Wars. It’s also been unifying its brand identity by embracing creativity and culture and creating emotional connections through its work.
Now with “Let There Be Anything,” the CMO wants to bridge Autodesk’s brand and product offerings, shifting it from a “house of brands to a branded house,” chief marketing officer (CMO) Dara Treseder exclusively told ADWEEK.
“When you have a broad portfolio like we have, making sure that the parent brand is as strong as possible is critical,” she said.
