Deloitte TV Commercial Urges B2B Leaders To 'take Charge Of The Change' Unfolding Before Them

B2B firms pay consulting companies a lot of money for their advice, but the latest Deloitte TV spot boils its key insight into a single sentence: “take charge of the change.”

Using a variety of growth-oriented imagery — from what appear to be atoms and molecules coalescing into shape, a flower’s petals exploding outward and a dense cityscape whose architecture builds itself upwards — the Deloitte TV commercial aims to give its audience confidence.

“Hello, AI, blockchain, smart cities,” the voice-over intones, ticking off just three of some of the most talked-about technologies and trends that span multiple industries. “Yes, business is set to harness some extremely powerful ideas . . . the total transformation of how we live, work and play.”

While a lot of B2B marketing on these topics looks at the fears and risks surrounding such technologies (such as concerns AI will lead to job loss, for instance), the 30-second Deloitte TV spot suggests business leaders should “take charge of the change.”

Though it’s not referenced in the ad, which was produced by Ketchum (formerly Capstrat), Deloitte has a more in-depth look at its thinking around some of these ideas on a landing page that walks through digital, transformation and workforce trends.

“It’s not just about the tech. Because technology implemented without a crystal-clear business focus can’t yield its true value,” Deloitte says. The Deloitte TV commercial and landing page are part of a larger campaign, called “Make Your Impact,” which is intended to empower its clients on opportunities where they may be uncertain. The consulting firm makes clear, however, it isn’t solely focusing on what’s immediately happening in its clients’ world. “We play the long game,” its ad copy reads.