SAP has launched a new commercial starring the actor Clive Owen to tell the tech brand’s story.
The minute-long advert features Owen crossing the globe discussing the world’s problems, before explaining how business can be the solution to these issues – with the support of SAP.
Explaining the new approach to the brand’s story in a blog, SAP CMO Alicia Tillman wrote: “When I started my role as CMO eight months ago, one of the first things I noticed was the amazing story we had as a brand, but how we often struggled in how to tell it. Purpose has always been ingrained in the DNA of SAP, yet it seemed missing from the way we communicate with our employees and our entire global community. I truly believe a brand is only as strong as its story, so I made it my goal to bring this back to the forefront.
“It’s an honour for me to reveal our renewed brand narrative, which places our history of purpose-driven innovation front and centre to better define our mission of improving people’s lives through technology.”
She added: “As a marketer, it’s especially humbling to lead this endeavour. We have a responsibility to effectively communicate the narrative of our company and show why what we do matters in today’s world. It’s been an incredible opportunity to be able to craft a story that reflects what consumers are after today: truth, authenticity, and companies that have courage. With all the voices and opinions that are out there, companies today must have a voice that is reflective of what we enable and what we believe in.”
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