ServiceNow has unveiled a new ad campaign, developed by BBDO NY and led by Idris Elba, to spotlight how AI is transforming business operations and helping teams collaborate more effectively.
In one ad, titled “Connecting Corners,” Elba reprises his role as ServiceNow’s brand ambassador and CEO. Accompanied by his skeptical sidekick, Nick, he takes viewers on a tour of the company, showcasing how AI enhances productivity across departments. “Only ServiceNow connects every corner of your business, putting AI to work for people,” Elba states at the start.
He highlights specific examples: Kate from HR can focus on people rather than processes, Patty in IT is free to “work on the big stuff” while AI handles “the small stuff”, and Tina in the lab gets the precise data she needs to complete her work efficiently. Elba emphasizes that ServiceNow is the only platform capable of connecting all areas of a business and maximizing AI’s potential for people.
The commercial concludes with a comedic moment: a woman in a white lab coat finds herself in a large conference room alongside dozens of suited employees as Elba wraps up his speech. When she asks for directions back, Elba pauses thoughtfully before directing her to follow Nick.
Beyond the campaign, Idris Elba plays an active role as a partner to ServiceNow. According to Jim Lesser, the company’s chief brand officer, Elba plans to integrate ServiceNow’s solutions across his own businesses. He is also collaborating with ServiceNow on a passion project: modernizing Sherbro Island, off the coast of Sierra Leone, by introducing sustainable energy and clean water resources.