In the dynamic realm of human capital management (HCM), ADP, a global technology leader, has embarked on a creative journey with Arnold Worldwide, a Havas Creative Group Company. Together, they present a visionary campaign titled “The 25th Hour,” designed to prompt business decision-makers to reimagine adaptability in the face of change. This brand initiative aims to elevate awareness while showcasing ADP’s pivotal role as an innovative leader, instilling confidence in the ever-evolving world of work.
At the core of this campaign is the debut spot, “25th Hour – the next anything!” It invites viewers into a realm where an extra hour a day isn’t just about time; it’s about unlocking possibilities. This imaginative scenario envisions rising solar stocks, extended lunch breaks, company-wide power naps, and the potential impact on overtime hours. In a world where anything can happen in the realm of work, ADP emerges as a constant, trusted partner, steadfast through the fluid landscape of change.
Gus Blanchard, Chief Marketing Officer at ADP, affirms, “ADP helps businesses of all sizes navigate the predictable and unpredictable with ease and confidence.” The campaign’s lighthearted and humorous approach serves as a memorable reminder of ADP’s unwavering commitment as a trusted partner, equipped to navigate any shifts affecting the world of work. Armed with world-class, data-driven technology and an impressive legacy of innovation, ADP leads the way in providing cutting-edge HCM solutions across the evolving chapters of workplace transformation.
Arnold Worldwide’s creative collaboration with ADP takes the audience on a journey of certainty amid seemingly impossible scenarios. It addresses the inevitability of change in the workplace and underscores how forward-thinking technology platforms like ADP continually innovate their products and solutions.
James Bray, Executive Creative Director at Arnold, emphasizes the campaign’s theme of adaptability: “Adapting to these unexpected circumstances can nearly be impossible without an HR partner that’s seen just about everything and can help you adjust to almost anything… even something as outlandish as a massive, solar phenomenon that slows the earth’s rotation, adding another hour to the day.”
The campaign seamlessly weaves together creativity and humor against the backdrop of ADP’s industry leadership. It emphasizes ADP’s expertise in providing businesses with the necessary tools and insights to navigate the world of work with confidence.
Published in the United States in December 2023, “The 25th Hour” stands as a testament to ADP’s commitment to innovation, adaptability, and steadfast support for businesses in the ever-evolving landscape of human capital management.
