The explosion in work-from-home culture in 2020 pushed a lot of businesses to the brink.<\/p>\n
Not Zoom. Instead, the video conferencing tool saw exponentially increased usage and invaluable brand recognition as many industries shifted to remote work. Now, with the future of work morphing once again in the age of AI, the tech company is taking a moment to announce that it, too, can change with the times.<\/p>\n
In a new brand campaign helmed by Saturday Night Live <\/em>and Las Culturistas\u2019s <\/em>Bowen Yang, Zoom is aiming to position itself as more than just a meeting platform, according to CMO Kimberly Storin. In an ad called \u201cI Use Zoom,\u201d Yang plays a villainous IT manager who refuses to let his employees choose their work software, while the supporting cast of characters declare their love for Zoom\u2019s various features, including new AI features.<\/p>\n The spot, which takes inspiration from films like Office Space <\/em>and Dead Poets Society<\/em>, came to life with input from more of the SNL<\/em> crew, including director Mike Diva, who has directed shorts for the comedy series, and writer and \u201cWeekend Update\u201d cohost Colin Jost, who wrote and produced the spot through his agency, No Notes.<\/p>\n The ad is set to air on December 31 during the College Football Playoffs, and it will have continued digital, social, and experiential support in 2026, with an additional regional Super Bowl preshow placement on February 8.<\/p>\n \u201cThis is really our opportunity to reshape the Zoom story out in the market and stay true to [our] heritage,\u201d Storin told Marketing Brew. \u201cWe\u2019re not starting from scratch. We\u2019re really focused on telling the story of who we are, but also ensuring that we\u2019re changing perceptions, because Zoom is so much more than just meetings and and a lot of people haven\u2019t seen that evolution.\u201d<\/p>\n While Zoom may be considered B2B software, the campaign is designed to appeal directly to consumers. Storin said this strategy was born out of feedback from its customers reflected primarily through Net Promoter Scores, which showed that 100% of its customers prefer Zoom over other platforms.<\/p>\n \u201cI kept hearing over and over again this love for the platform [and] genuine love for software, which is unique,\u201d Storin said. \u201cWe\u2019re starting to see that transcend beyond meetings.\u201d<\/p>\nZooming in<\/strong><\/h2>\n