Adobe turns marketing into comedy with new ‘The Marketers’ series

With its new campaign, the Adobe has stepped away from traditional ads and leaned fully into entertainment.It has launched a scripted comedy series called “The Marketers,” instead of pushing features and benefits in the usual way, turning its promotion into something that feels more like a show than a sales pitch.

As the comedy presented, there are two fictional marketers at it centre featured by Hasan Minhaj and Patty Guggenheim.

The duo is feeling confident until they’re told they need to go even bigger. But deep within the campaign their mission is to create a video showcasing Acrobat’s latest AI-powered tools.

What follows is less of a marketing brainstorm and more of a comedic adventure. They pull together a chaotic team of personalities: a data-obsessed analyst, a Gen Alpha trend expert, a seasoned executive stuck in old ways, and a classic nepotism hire. Each brings wildly different ideas to the table, leading to hilarious clashes and over-the-top pitches.

But beneath the humour, there’s a subtle demonstration of Acrobat’s capabilities. The team uses shared PDFs and AI tools to organise their ideas and shape them into a workable campaign. Instead of interrupting the story, the product becomes part of the storytelling itself, quietly powering the process.

The series unfolds over five episodes, with new installments dropping weekly on YouTube and additional short clips circulating on social media. Along the way, viewers can expect surprise appearances from familiar faces like Iliza Schlesinger and Mario Lopez.

The bigger idea behind all this? Adobe isn’t just trying to make better ads, it’s trying to make ads that don’t feel like ads at all. By focusing on characters, humor, and storytelling, the brand is aiming to create something audiences actually want to watch.

In “The Marketers,” Adobe proves that marketing doesn’t have to interrupt entertainment, as it can be the entertainment.