Workday, the enterprise platform, has launched an inventive brand advertising campaign featuring music industry rock stars Travis Barker, Billy Idol, and Gwen Stefani. The strategy aims to reclaim the popular use of the phrase 'rock star' for top performers in the business world. The campaign includes two TV commercials titled 'We're All Rock Stars' and 'Rock Responsibly', which premiered during The Masters and is planned to be aired in six key markets, including Australia.
The company's reputation for using advanced technology with AI at its core to empower workplace 'rock stars' prompted the stars to appear in the advertisements. The campaign, which is an extension of Workday's 'Rock Star' campaign, was directed by Jim Jenkins. These spots featuring the music artists demanding their rock star titles back from their corporate counterparts will be run throughout The Masters tournament with additional activations planned for the rest of the year.
Workday's global campaign adds a clever twist to restore the true meaning of 'rock star' to the workplace, as it features these iconic music stars interacting with office workers. The concept challenges the notion of rock stardom within the corporate sector. The advertisements showcase the contrast between authentic rock stars and overzealous office workers as the music stars argue their credentials. Stefani highlights her multi-platinum status, Barker impresses with a drumming demonstration, and Idol asserts he's the genuine article with his distinctive rock attire.
The 'We're All Rock Stars' advertisement starts with Gwen Stefani reeling off her numerous musical achievements as she expresses her annoyance at the overuse of the term 'rock star' for workplace high-achievers. Billy Idol, who previously featured in the first Rockstar ad launched at last year's Super Bowl, acknowledges Workday's unique AI development but argues this doesn't make one a 'rock star', challenging the concept of being 'responsible.'
Travis Barker expresses his embarrassment at office workers' assuming they can achieve the status of 'rock star.' Barker insists, "The music industry produces the only real rock stars. Whether it's rock, rap, or pop, those are the true rock stars of today. It's crazy that people who work in tech and other office settings think they can be rock stars, too."
Despite these iconic musicians voicing their views, Workday maintains that corporate rock stars exist and are just as legitimate. The company supports businesses worldwide with advanced AI-powered tools to manage their people and finances. Emma Chalwin, Chief Marketing Officer of Workday, says, "While these rock icons might not consider us to be rock stars in the traditional sense, our customers around the world are the true rock stars of business, and we want to celebrate that."
The campaign is bringing the 'rock star' concept to life with great talent, humour, and a vibrant, fresh perspective that aligns with the Workday brand's values. "We're excited to show the world how Workday rocks the future of work," Chalwin concluded.