With the Super Bowl behind us, US adland is gearing up for its next big outing – next week’s Academy Awards.
And first spot off the advertising cab rank is a truly trippy effort from software behemoth Adobe.
Called “Creativity for all”, the spot’s the work of creative agency Goodby Silverstein & Partner.
So how do you even begin to sum the ad up? It’s a glorious 60-seconds of mayhem set to Pure Imagination from Willy Wonka and the Chocolate Factory.
The ad features imagery made by more than 1,000 creatives using Adobe tools. Look out for a digital appearance by activist Malala Yousafza and even a cameo by music’s current “it” girl Billie Eilish who is set to perform at this year’s Oscars.
Check out the psychedelic mind trip below:
As part of the campaign, Adobe will also launch a social initiative in partnership with non-profit education charity Teach for America.
Using the hashtag #CreativityForAll, the campaign encourages people to tweet about their personal Oscar moment and who they would like to thank. For every tweet that includes the hashtag, Adobe will donate $US5 to Teach for America with the aim of reaching 15,000 teachers and 500,000 students who don’t not access to Adobe’s creative programs.
Commenting on the campaign, Ann Lewnes, CMO of Adobe said: “Every single frame of the ‘Creativity for all’ ad is an ode to Adobe’s amazing creative community. It showcases the work of people from all over the world who inspire us with their imagination, drive to push creative boundaries and ability to shape culture. It’s our way of celebrating the true power of creativity.”