As many companies discover new productivity routines outside of their home at different stages of reopening their offices and employees, Slack wants to highlight the diversity of remote work situations with a new advertising campaign.

The Office Chat app has released two new ads – a 30-second live-action TV commercial and a 15-second animated video – that reflect the central role the platform now plays in many of its users’ work experiences amid the Covid-19 plays pandemic.

The new campaign is part of a broader repositioning of Slack’s marketing message to adapt to the new realities of working from home.

“It’s really about showing the world that Slack can fill that void that was lost when we moved to this new way of working and, if anything, create new ways to work better,” said Julie Liegl , CMO of Slack. “[We saw that Slack] has always become more important to people than going from something you got done from nine to five in an office to what you do, from wherever you can find a place to work, whenever you can find time to work. “

The campaign also coincides with a partnership with Cole Haan on a number of sneakers that was talked about on the internet this week. Liegl said the crossover deal emerged from a solemn gesture by the shoemaker for the company’s IPO last year that proved so successful that the two companies decided to push it further.

“They were very excited about the idea of ​​actually making the shoes, beyond the test shoes they made,” Liegl said. “I think people are just happy about shoes… it was fun – I actually heard a story that came after that [the design made for the IPO was unveiled] Some of our employees have started putting slack stickers on their shoes to mimic the shoes. “

The ads were also timed for Slack’s annual user conference earlier this week, which announced new features like cross-company direct messaging.

Liegl, who started at Slack about a year and a half ago, had to drastically rethink the company’s marketing message when the March pandemic began to weigh on U.S. jobs. Previously, the company had positioned the platform as a competitor with older office communication methods such as email.

However, Liegl said that designing institutions characterized by inertia is not always imperative, and the pandemic opened a natural turning point that forced companies to rethink all internal workflows.

“It wasn’t a solution people had been looking for at the time. Why do I need channel-based messaging? Why is it better to work this way than it is today? “Said Liegl. “What we’ve seen from the shift to the pandemic is such an acceleration of people looking for these different ways to find these different ways to get involved.”

Slack also recently resumed outdoor advertising spending since it was halted during quarantine – albeit with an emphasis on residential areas, where people now spend more time than office districts. The exception to this is buying some huge screens in Times Square.

“We are investing dollars again and are not at home – but we will obviously do it a little differently,” said Liegl. “We’re looking for new locations outside of the core business centers, as employees don’t necessarily commute to the office. And it might be more valuable to have a billboard near a grocery store where people actually go, as opposed to the train station right next to downtown in a big city. “

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