Hardcore Rock ‘n Roll fans like me can relate to Workday’s latest ad campaign made together with creative agency Ogilvy, which stars famous musicians Billy Idol, Gwen Stefani, and Travis Barker.
Workday, a prominent human-resources software company, revived its successful "Rock Star" campaign for the 2023 Super Bowl, which featured Idol, Paul Stanley of KISS, Ozzy Osbourne, Joan Jett and Gary Clark Jr.
The campaign was directed by Jim Jenkins from production house Positive O.
According to Workday, the 2023 campaign resulted in a notable 65% increase in brand consideration and a 14% boost in brand awareness — that is why the decision to revive it was a no-brainer.
“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,” Workday CMO Emma Chalwin said in a press release.
“We're bringing that to life in the next wave of this multi-channel campaign with amazing talent, humor, and a bold, new edge aligned with what everyone loves about the Workday brand. We're excited to show the world how Workday rocks the future of work.”
The New ‘Rock Star’ Campaign
This time, Idol is joined by younger rock stars Stefani and Barker, as they continue the fight against corporate rock stars, hilariously showing off what being a rock star truly is.
The 2-minute ad titled “Office of Rock Stars” opens with Stefani walking towards a huge concert stage, as thousands of fans scream.
“I can’t believe you corporate types are still calling each other rock stars,” the former lead singer of legendary rock band No Doubt said.
A scene showing these “corporate types” calling each other rock stars follows, with Idol and Barker contradicting them, “Just because Workday makes you greater finance and HR, does not make you a rock star.”
After Tim was declared a “Q1 Rock Star” at a meeting, Stefani barges in to indignantly ask him, “Excuse me, Tim. Do you have a platinum record?”
The ad continues to show how office workers still believe they’re rock stars despite real famous rock stars telling them they’re not, while of course, showcasing Workday’s result-driven features.
“Data-driven insights and large language models. Oh, that’s so rock ‘n roll!” Idol sarcastically said. But his sarcasm falls on deaf ears, as the corporates reply with, “He gets it.”
My favorite part is when an employee shows off her teeny tiny butterfly tattoo to Barker, as he looks unimpressed and walks away.
The humorous spot ends with Barker confiscating the air guitar an executive is using during his presentation and the message, “Workday. Be a finance and HR rock star.”
The postscript cheekily shows the same executive showing off his spare air guitar.
“I was particularly happy that they got Travis Barker and Stefani, who are both well known, obviously for very different things, and both look super out of place in a cubicle environment,” Jenkins told Ad Age.
Jenkins also directed the popular State Farm ad with Arnold Schwarzenegger for the 2024 Super Bowl.
The two 30-second versions, “We’re All Rock Stars” and “Rock Responsibly,” are scheduled to air during The Golf Channel’s live broadcast of The Masters on Monday and in key international markets, including Australia, Canada, France, Germany, and the U.K.
