Now there's an Adobe Premiere Pro TV Commercial!

All,

This popped up on the radar - a TV commercial for Premiere Pro called fantastic Voyage.

It on YouTube, but it will also air on Jimmy Kimmel Live!, The Tonight Show Starring Jimmy Fallon, The Late Show with Stephen Colbert, The Late Late Show with James Corden, and during critically acclaimed programming on Adult Swim and FX.

Good one on Adobe, but looking at the commercial you have to wonder how much was really done in Premiere - I think the majority of the commercial came out of After Effects. They also edited out the two crashes and reboots!

Joking aside, this is EXACTLY what Apple should have been doing for Final Cut Pro years ago. Please take note Apple and start promoting your NLE.

Apple's promotion, if it existed, might look different than Adobe because Apple is a hardware company (and probably a Software as Service company as well). Even so, Apple could be showing off how even their entry-level M1 computers are powerful (and mostly portable) editors.

Apple seems to have no interest in marketing to content creators (content consumers certainly see that hardware marketing). In fact, Apple may well be the "anti-marketing" as they chose to remain completely silent on any continued development of their creative apps. At this point, I can't even fathom a professional or business motive in doing that. It doesn't even serve the dependence on third-party or independent viral marketing.

Honestly, I don't get this Adobe campaign. Sure, it's aspirational and nicely done. But the market you are aiming for is new content creators. That means late teens and 20-somethings. This segment isn't really the demographic for mainstream, late night TV shows, except via YouTube. So if these cmls are actually placed as broadcast spots, it seems like wasted money. Queen, as timeless as their music is, doesn't seem to fit the target demo either. Again, a lot of licensing money for what?

The ad clearly promotes animation and visual effects. After Effects? Probably. Additional VFX help? Likely. But the editorial part could have been done with any NLE. So I don't see how this spot promotes Premiere, other than to imply you can do something like this with just Premiere (if you didn't know otherwise). Of course, again, the target demo has been raised on video games, so animation and effects is often the starting point, rather than storytelling.

I'm sure this spot will be blasted all over internet ad placement, so late night shows are probably irrelevant. That certainly won't have the sort of impact that the Apple 1984 spot did.

OTOH, speaking of Apple, it does seem like a portion of the money spent on iPhone and candy-colored iMac spots could be spent to promote FCP. And of course, FCP + M1 hardware would make a good basis for a compelling, aspirational spot, too.

I wonder how Adobe determined the target market.
I certainly see the potential for TV marketing but if you're showing an FX-heavy spot I'd be airing it on the SyFy channel for example. Maybe IFC might be another target for aspiring content creators.

I can only imagine Adobe might have had focus groups or other demographic information that showed a spot like this would reach their intended market on late-night talk shows. 

So someone's sitting around itching to do video and hasn't a clue which of the maybe five decent NLEs available out there should he start digging his mitts into? With PP he'd need to dedicate four solid years dealing and learning that catastrophe to crank out something similar. This was not Adobe's finest hour. To me that spot is a disjointed and uninspiring mess. I'd feel the same if presented by FCP or Resolve.

"Done by me" ... this ad promises, 'anyone' could do such an effects-overloaded beast. Would love to see alone how a good soul explains a beginner the effect in the beginning with the 'pumping houses' ("calling Andrew Kramer in Isle 15!").-

Or, the well-executed 'Wizard of Oz'-effect, when the guy steps into the light. 
(which, just to mention that, was done 1939 as a 'practical' effect …!)

... nice eye-candy, but over-promising.
And, indeed: who's this ad targeting at?

New users are dazzled by flashy-shiny and this TV spot hits the target. Well done marketing team!

As for Apple doing a TV spot, they have sold enough FCP seats that FCP could fully support its own ad campaign. Why would money from other products be needed?

My experience with Premiere Pro differs from many here. I use it nearly daily and have for years. I find it to be solid and reliable with comparable uptime to FCP. That being said, it’s a deep program that’s not always intuitive, especially for newbies. Like any software, it has its quirks.

So I find the ad weird. It’s like running an ad for Nuke or Maya. As a branding spot for Creative Cloud, I can see it. And maybe this is the first in a series. But mainstream broadcast just seems odd. OTOH, Blackmagic is also running ads in mainstream publications for Resolve, which I find equally weird.

It would be nice to see Apple put more effort into marketing its range of pro software - not just Final Cut Pro, but also Motion and Logic Pro. Obviously Apple markets its hardware; but as far as exposure, I’d bet Garage Band gets more exposure than any of the other apps - pro and otherwise.

That’s not to say there is zero effort. Whenever hardware or software is loaned to a reviewer, YouTuber, or other type of influencer, that is part of the marketing effort. For all we know, the metrics for that might be far better than the avenue we recognize as traditional advertising. Maybe this conversation is purely the lament of old-timers!