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Web Film

ServiceNow: Wonka Model

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Willy Wonka's Chocolate Factory has a new secret ingredient: workflows from ServiceNow. The leading enterprise tech company’s latest commercials dive into the tantalizing world of Roald Dahl’s Willy Wonka, the world's most imaginative CEO. Not all consumers are familiar with enterprise technology, but it sure is shaping the way work gets done. Although Wonka's world is fantastical, the results he’ll enjoy thanks to the transformational power of workflows are very real indeed. They’ll simplify his supply chains and IT management, and provide employee experiences for his magical, giant geese. We also meet Wonka’s new CRO (Chief Reality Officer) named Maxine, a workflow expert who is excited to be singlehandedly doubling Wonka’s C-suite.

Created by BBDO San Francisco, these nine commercials (Hero :60, one :30 and seven :15s) explore different challenges faced by Wonka, from marshmallow pillow supply issues to pesky spy butterflies to coconut snow explosions.

Every detail of the campaign is lovingly crafted thanks to close partnerships with Warner Brothers, the Roald Dahl Estate, and Framestore. The inner child of everyone working on the campaign was concerned with making sure Wonka’s character remained as authentic as possible as he entered 2021.

The work targets CEOs and proves that a breakthrough, beautiful B2B campaign filled with product stories and stunning visual effects doesn’t have to be the stuff of pure imagination.

The commercials drive to case studies on the ServiceNow website showing the transformation power of workflows. A WNBA and NBA example shows how workflows enabled both leagues to safely complete seasons and carefully bring fans back during the pandemic.
Other credits

Client: ServiceNow

Chief Executive Officer: Bill McDermott

Chief Marketing and Communications Officer: Alan Marks

SVP, Brand Marketing: Jim Lesser

VP Global Brand: Vasken Guiragossian

Sr. Director, Brand Operations: Jenny Salcedo

Director, Global Brand Strategy: Heather Kattner

Sr. Creative Director: Hubert Shum

Creative Director: Kenny Chan



Creative Agency: BBDO, San Francisco

Chief Executive Officer, San Francisco: Matt Miller

Creative Director / Copywriter: Kate Catalinac

Creative Director / Art Director: Corinne Goode

Executive Producers: Patti Bott and Stephen Spesh Kay

Business Affairs Manager: Jacqueline Djanikian

SVP, Group Account Director: Ashleigh Serrao

Account Director: Kyle Rodriguez

Account Supervisor: Kimberly Bodker



Partner: The Roald Dahl Story Company

Sr. Partnerships Manager: Alice O’Brien

Campaign Manager: Clare Jones

Partnerships: Grace Tedstone



Partner: Warner Bros.

VP, Global Product & Licensed Advertising: Sara Berba

Campaign Manager: Greg Bass



Production Company: Rattling Stick

Director: Daniel Kleinman

Executive Producer: Jeff Shupe

Producer: Johnnie Frankel

Line Producer: James Hatcher



Editorial: Work Editorial

Editor: Jono Griffith, Leah Turner

Assistant Editor: Miles Watson, Sidney Williams

Executive Producer: Marlo Baird

Producer: Brian Scharwath



Post-Production: Framestore

Creative Director: Alex Thomas

Executive Producer: Pete King

Director of Production: Carla Attanasio

Producer: Jeff Atherton

CG Supervisor: Christian Nielsen

Production Coordinator: Diego Bonora

Set Supervisor: William Bartlett

Colorist: Beau Leon

FX: Cosku Ozdemir

Groom: Gabriela Ruch Salmeron

Concept: Paul Chandler

Lead Compositor: Alejandro Villabon

Flame: Sarah Marikar



Audio Post: Lime Studios

Engineer: Rohan Young

Executive Producer: Susie Boyajan

Senior Producer: Kayla Phungglan



Music: South Music & Sound

Composers: Jimmy Haun, Jon Darling

Arranger: Robin Holden

Creative Directors: Dan Pritikin, Matt Drenik

Producer: Ignacio Zas

Executive Producer: Ann Haugen

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