The subscription-based service for macOS and iOS applications, Setapp, has revealed its first major brand push since launching three years ago. Along with creative agency Droga5 London, the company came up with the “Don’t Get Sidetracked. Get Setapp” campaign, an initiative that promotes the brand’s services in a very brave way: humor. Although it doesn’t guarantee to make a campaign successful, humor can show a brand’s human side. Plus, if done properly, it makes people feel good.

And just like that, Setapp creates three (absurd) scenarios, showing what can happen when a person starts a task and gets distracted by another. Directed by award-winning director Jeff Low, the three films are the perfect recipe for… failure. Like, who on earth would like to be hypnotized into “becoming” a “Snake” and remain like that because the therapist just got distracted by a phone call?

How about playing “Hide & Seek?” It all seems fun until you find yourself in the place of hiding for ages because the seeker was interrupted by a phone call while doing the countdown. Not to mention that your whole life completely changes because a magician did a “Disappearance” trick on your husband and failed to bring him back because he got absorbed by something else. Well, we don’t question his powers, but we bet that if he had used Setapp’s services, there would have been a happy ending for everyone.

Oleksandr Kosovan, Setapp CEO and Founder, said: “This new campaign is the perfect intro to Setapp, playing on how productivity tools provide focus, a core value Setapp gives individual and business users, including remote workers.”

Ed Redgrave, Droga5 London Creative Director, continued: “If you’re reading this it’s entirely probable you’ve started some other task and then become distracted and ended up here. If that’s you — or if that’s ever been you — you need Setapp. A suite of apps to help you complete any task.”

The videos are supported by an all-new look and feel for the brand. The design, developed in-house by the London-based agency, speaks on the internet users’ language by using familiar cues such as loading bars and pop-ups to express the campaign’s essence. The design is visible through film, static, display, and social and features work from established artists including Tyler Spangler, Eva Cremers, Elena Xausa, Damien Weighill, Leanne Rule, Alex Tait, Matthew Cooper, and Walter Newton.

When there’s chemistry between the partners, as Yaroslav Stepanenko, Product Marketing Manager & Head of Growth at Setapp, said it — “There was a click from the first meeting and it was obvious this was the team to work with” — things unfold just naturally and the results speak for themselves.  Even in a humorous manner…

Credits:

Client: Setapp

Agency: Droga5 London