ADP Taps Arnold Worldwide for New Emotive Brand Campaign

A global leader of human resources technology employs humor in its newest spot on supporting an ever-changing workplace

Advertising/Full Service/Integrata
Boston, Stati Uniti
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ADP, a leading global technology company providing human capital management (HCM) solutions, debuts its creative collaboration with Arnold Worldwide, a Havas Creative Group Company, to help business decision makers rethink how to adapt to change. The brand campaign aims to drive awareness and highlight ADP’s pivotal role as an innovative leader in providing confidence in the ever-evolving world of work.  

The first spot of the new campaign, the “25th Hour – the next anything!”, imagines a world where an extra hour a day brings about rising solar stocks, extended lunch breaks, company-wide power naps, and the possible impact on overtime hours.  When anything can happen in the world of work, ADP remains a constant, trusted partner through any shifting landscape. 

“ADP helps businesses of all sizes navigate the predictable and unpredictable with ease and confidence,” said Gus Blanchard, chief marketing officer, ADP. “Reaching audiences in a light-hearted and humorous way provides a memorable reminder that ADP remains a constant, trusted partner through any shifts affecting the world of work. We continue to lead the way in providing HCM solutions, armed with world-class, data-driven technology and an impressive legacy of innovating through many chapters of workplace transformation.”


Arnold Worldwide’s creative collaboration with ADP imagines certainty in impossible scenarios, addressing the constancy of change in the workplace and how forward-thinking technology platforms like ADP are innovating their products and solutions.  

“Anything can change the way we work. We’ve all witnessed it. One day, office attendance was practically 100% and the next, most people had to work from home. No one saw that curveball coming,” shared James Bray, Executive Creative Director at Arnold. “Adapting to these unexpected circumstances can nearly be impossible without an HR partner that’s seen just about everything and can help you adjust to almost anything… even something as outlandish as a massive, solar phenomenon that slows the earth’s rotation adding another hour to the day.”

The campaign aims to blend creativity and humor against the backdrop of an industry leader’s expertise that supports businesses with the tools and insights needed to empower them to navigate the world of work with confidence. 

ABOUT ADP (Nasdaq: ADP) Designing better ways to work through cutting-edge products, premium services and exceptional experiences that enable people to reach their full potential. HR, Talent, Time Management, Benefits and Payroll. Informed by data and designed for people. Learn more at

ABOUT ARNOLD Arnold is an independent-minded integrated advertising agency that makes it Safe to be Brave. We transform brands into household names and grow businesses by delivering breakthrough, culturally connected work. Arnold is headquartered in Boston and is part of the Havas Group. Learn more at, or follow us on LinkedIn and Instagram.


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