Tim Robinson, once again, is befuddled.
The rising comedian, known primarily for his Netflix series I Think You Should Leave, has made a career out of playing endearing buffoons. The software firm Rippling casts him in a similar role in its debut Super Bowl ad.
In the spot, Robinson plays a hapless corporate executive scheming in a boardroom about how to destroy a city. There is talk of deploying a monster, Baby Breck, but the plan has been caught up in logistical snags: onboarding has gone awry, a key laptop has yet to be issued, and a critical harness—from which to dangle Baby Breck, of course—has been hamstrung by finance.
The spot is the first of five from Rippling, all of which use Robinson as their centerpiece. Fans of the offbeat comedian are sure to appreciate the work—nobody delivers their lines in such a signature, stilted fashion—but will it work for such a mainstream spot?
Here’s what creatives thought of the ad:
Andrew Becks, CEO, 301Digital
This is another brand I was not familiar with going into the ad, but it seems to do a good job explaining what they do, though I always wonder when I see B2B software ads during consumer-centric events like the Super Bowl as to how many people watching are actually in decision-making or influencing positions for procuring enterprise software and SaaS offerings like Rippling. (It reminds me a little of this joke from Family Guy). With that said, I do think this spot does a better job than the average B2B ad in making the overall message feel less sterile, more fun.
Gordy Sang, Cofounder and Chief Creative Officer, Quality Meats
I’m a sucker for Tim Robinson. But it left me wanting more, so I think I’m more excited about seeing the full set of films than the standalone spot. What will Baby Breck do?
Seth Hargrave, CEO, MediaTwo
I’m a fan of keeping business out of the Super Bowl. To make it work, you have to swing big and consider the relative size of your target audience. Salesforce and Matthew McConaughey pulled it off, but that was followed up with a carefully orchestrated buy that reinforced the brand and the message. With Rippling, that’s TBD.
Watch Rippling’s Super Bowl 60 Ad, “Rule Your Business,” below.
