Humour has infiltrated B2B advertising (and B2B advertising is so much better for it). Not all humour is great though. FactSet’s humour by US agency, VSA, is great. It’s sharp, intelligent – and absolutely fun.
The campaign for global financial digital platform and enterprise solutions provider, FactSet, demonstrates how, when it comes to the facts, context is everything.
Not Just The Facts shows what happens when members of the investment community are pelted with increasingly absurd and irrelevant facts. The ending reminds viewers that getting just facts, without context or personalisation, is useless.
“The premise is comedic, but the point it makes is 100% true: The investment community is overwhelmed with information,” stated FactSet CMO, Jenifer Brooks. “FactSet provides our clients with industry-leading breadth and depth of data through an intelligent platform that ensures they’re getting not just the facts, but also the context they need to make the most of these facts.”
“The best way to stand out is to do something really memorable and different, and FactSet really embraced that with this campaign,” stated Kim Mickenberg, associate partner and executive creative director at VSA. “There’s a misconception that B2B advertising has to be less interesting and emotional than consumer-facing ads, but the truth is that B2B buyers are people, too—and people love to laugh.
“From the start, we were inspired by FactSet’s story, the clarity of their point of view, and their willingness to do something really different in the space.”
The spots were directed by Thinking Machine’s Docter Twins. “You know it’s a special project when the entire crew is enjoying each take just as much as the agency and client,” commented Matthew Docter.
“We got involved early on because Kim’s scripts were so good, and we couldn’t have asked for a more creative collaboration,” Jason Docter added. “The teamwork on set kept us nimble and enabled us to capture a lot in a single shoot day.”
The campaign is running across digital, streaming, and CTV.
Credits:
Creative Agency: VSA
Kim Mickenberg: Associate Partner & Executive Creative Director
Josh Berta: Associate Partner & Executive Creative Director
Jessica Brown: Associate Creative Director, Copy
Meghan Schulist: Creative Director
Sarah Trent: Associate Director, Design
John Sheehan: Account Lead
Jessica Sochol: Associate Partner, Strategy
Rebecca McNerney: Associate Director, Strategy
Tarek El-Mofty: Associate Partner, Executive Director, Production
Bryan Haney: Director, Motion Production
Thomas Horne: Director, Editorial and Animation
Nate Pence: Motion Editor
Maria Erdmann: Senior Copy Editor
Bri Lockett Van Andel: Business Manager
Ronnie Crecco: Music Composer
Production Company: Thinking Machine
Docter Twins: Director
Alon Simcha: Executive Producer
Alexandra Byer: Line Producer
Kip Bogdhan: Director of Photography
Ursula Barker: Art Director
Lauren Charkow: Casting Director