Globant and GUT Slyly Skewer A.I. Hype Overload

A.I.! A.I.! A.IIIIIIIIIIIIIIIII!

It’s like that’s all we ever hear about these days. And this trend continues in an amusing :60 from software developer Globant and GUT Buenos Aires.

The scene takes place in a conference room, where consultancy types start frothing about ChatGPT and such as vexed clients seek an escape.

Naturally, Globant positions itself as a knowledgeable, hype-free alternative, the true A.I. experts. The firm vows to help brands cut through the “bullshit” as they seek to navigate our brave new world.

Deployed under Globant’s “Stuck in Consultancy” banner, the work began rolling out this week. Previous spots in the series, with a similar comic tone, include “1,000 Slides” and “Copy & Paste.”)

Extremely well executed, the campaign does a fine job of casting Globant as an expert ally. In a sense, it deflates the most annoying aspects of our shared A.I. mania while hyping such innovations in entertaining ways. Our incoming machine overloads will surely approve!

“The previous commercials worked very well, so we decided to repeat the same dynamic,” agency ECDs and partners Matías Lafalla and Ramiro R. Gamallo tell Muse. “As we say in football: You don’t change a winning team. So, we called Luis Gerard again, a great director, and we flew part of the previous cast to Buenos Aires, which is where it was filmed. We hope that this saga will be a hallmark of the Globant brand.”

CREDITS

Agency: GUT Buenos Aires
Client: Globant

Founder: Gastón Bigio
CCO & Partner: Joaquín Cubría
ECD & Partner: Ramiro Gamallo / Matias Lafalla 
ECD: Laura Rapela / Diego Fernández Posada/Juan Pablo Lufrano
Managing Director: Paula Medina Rivero
CD: Gastón Gual 
CD: Alex Romero
Creative Copywriter: Haroldo Moreira
Art Director: Julian Amarillo 
Group Account Director: Meme Traverso Lizarraga
International Account Supervisor: Bernardita Musa
Head of Production: Florencia Albizzati
Agency Producer: Mariana Jauregui
Creative Manager: Paula Akel
Head of Design: Rosario Muñoz
CSO: Javier Quintero
Head of Digital & Data: Ezequiel Gori Nastasi 
Social Strategist: Gonzalo Paz

Production Company: Rebolucion
Director: Luis Gerard
CEO: Ezequiel Ortiz
Executive Producer: Pilar Capurro
Producer: Cecilia Cárdenes
DOP: Javier Juliá
Post Production coordinator: Mariano Olivari
Color grading: Armaleo
Editor: Jerónimo Pérez
VFX: Da8
Mix and Sound Design: Porta Estudio

Client Representatives:
Chief Brand Officer: Wanda Weigert 
EVP, Global Marketing: Todd Krugman
Global Marketing Strategy: Emiliano Horcada
Campaign Manager: Ivanna Giménez