Gut’s humour is making a splash for software development company, Globant, with a humorous saga called Stuck in Consultancy. The new instalment, Taste ID, tackles a common notion that IT organisations often forget about real users and businesses when thinking about developments for their customers.

In the satirical spot, a tech company presents its latest innovation, Taste ID, a technology that makes the dubious claim of being able to identify what a person wants to eat based on them licking their cell phone screen.

The campaign aims to position Globant as a technology partner that prioritises real solutions for customers over gimmicky new tech innovations.

Globant’s Stuck in Consultancy campaign launched last year with the commercial, I AI.

Wanda Weigert, Chief Brand Officer at Globant, commented, “Brands tend to work with a lot of IT partners over the years, and even simultaneously. We consider Globant the only B2B2C digital solutions partner that differentiates from other legacy IT organizations by blending technology, creativity, and intuition to build delightful experiences.”

Matías Lafalla, Chief Creative Officer at GUT, added, “This campaign addresses one of the most critical topics in the tech industry: placing the consumer or user at the center while crafting digital solutions. Globant stands out among other tech companies by creating digital products users really love. To tell this narrative, we opted to maintain the humorous and ironic tone that has already become a signature of this saga.”