monday.com has announced the Australian launch of its global 360-degree brand campaign, ‘AI Had the Time of My Life’ following its successful debut in the US in September, the campaign will now run across Australian CTV, digital and OOH channels.
At a time when AI angst is real, with business leaders fearing they’re falling behind or not seeing results, this campaign highlights monday sidekick, monday.com’s AI-powered digital worker, and shows how seamlessly it fits into existing workflows to deliver real value without the complexity that typically comes with AI tools.
At the heart of the campaign is a lighthearted advertisement set in an office environment. As a team warily discusses adopting yet another AI tool, they’re introduced to monday sidekick. The AI-powered digital worker is embedded in monday.com’s platform with an intuitive interface anyone can use, and the audience watches as employees finally experience the joy of AI making a real impact and seamlessly integrating into everyday workflows.
As they discover the simplicity and power of monday sidekick, a cover of the iconic song from Dirty Dancing, “(I’ve Had) The Time of My Life,” begins to play. A playful llama appears around the office, serenading employees with a rendition of the song while demonstrating how monday sidekick quickly understands their business and can handle their work from start to finish.
The concept recognises the hesitation many teams are feeling around AI adoption and answers their concerns directly. By showing monday.com’s AI-powered platform taking on repetitive, low-value tasks, it illustrates how employees can shift their energy toward the work that actually matters – problem solving, collaboration, and strategic thinking. The campaign reframes AI from something overwhelming or abstract into something practical, joyful, and genuinely supportive of how people already work.
Following monday.com’s early 2025 launch of “The first work platform you’ll love to use,” this next chapter pushes past sterile B2B marketing conventions. The campaign was built in-house by monday.com’s global creative team, with support from freelance creatives Yoav Hebel and Asaf Zelicovich. It was directed by Rob Leggart (Knucklehead), produced by Jiminy Production, and features VFX by Juice.
“We’re hearing from customers and senior leaders that AI implementation is provoking real anxiety, from leadership pressure and competitive threats, to added complexity and unclear ROI. With this campaign, we address those concerns head-on and show what’s possible when AI is embedded and intuitive, something business leaders and their teams actually love to use,” said Robbie Ferrara, global creative director at monday.com.
“Building on our earlier work, we’re bringing back the much-loved llama to prove that B2B marketing can be creative, human-centered, and engaging.”
“Across Australia, we’re seeing a paradox; leaders know they need to adopt AI to stay competitive and accelerate growth, but teams are exhausted by tools that create friction rather than value,” said Stephanie Perez-Israel regional marketing lead APJ at monday.com.
“This campaign shows how monday sidekick meets that moment by being built into the platform teams already use – reducing complexity, sparking productivity, and making work feel lighter and more enjoyable.”
The new spot will air across multiple formats, including CTV, audio, and performance ads, reaching millions of viewers across Sydney and Melbourne. The campaign focuses on high-dwell, high-frequency placements across commuter touchpoints – including major train stations, airports, lounges, trams, buses, and office screens – targeting professionals on their way to and from work through a mix of static and digital units.
