By Cydney Lee

Thanks to Autodesk, even God can take a vacation. At least, that’s what the design and make software brand claims in its new campaign.

The brand has enlisted Emmy-winning actor and comedian Tony Hale for “Let There Be Anything,” its new campaign celebrating the ingenuity of the people who design and make the world around us, and the technology that powers their work.

Released with a 60-second ad, the spot sees Hale portraying God, traveling the world in awe of what Autodesk customers have designed and made, from buildings to bikes and beyond. The ad uses humor to draw parallels between divine creation and human innovation.

According to Autodesk, the campaign marks the unveiling of one of its “boldest brand transformations in its 43-year history.” Riffing off an old quote from its former chief executive officer (CEO), Carol Bartz, who once said: “If it wasn’t made by God, it was made by an Autodesk customer.”

The campaign is also the first creative work from its newly appointed creative agency of record, Giant Spoon.

“Let There Be Anything” will run on ABC and ESPN during the NBA Playoffs from round two through games one and two of the NBA Finals. It will debut on May 9 during the Denver Nuggets and Oklahoma City Thunder’s third matchup.

The ad will also air across Autodesk’s digital channels, such as YouTube, LinkedIn, and Meta, along with a series of posts across its social media channels.

A branded house strategy

Autodesk houses more than 185 design and make products for customers across industries like architecture, engineering, product design, and entertainment.

Since Treseder joined in 2022, the business has set a new standard for B2B marketing, leaning into pop culture and telling its brand story through IPs it is tied to, including The Walking Dead and Star Wars. It’s also been unifying its brand identity by embracing creativity and culture and creating emotional connections through its work.

Now with “Let There Be Anything,” the CMO wants to bridge Autodesk’s brand and product offerings, shifting it from a “house of brands to a branded house,” chief marketing officer (CMO) Dara Treseder exclusively told ADWEEK.

“When you have a broad portfolio like we have, making sure that the parent brand is as strong as possible is critical,” she said.

Per Autodesk, more than 300 million professionals currently work in the design and make industries, a sector poised to reach $30 trillion in global value by 2027.

Showing up during major sporting events like the NBA Playoffs has also become a part of Autodesk’s strategy. Not only does Hale appear in the ad, but in-game fans and viewers can also spot him in attendance at tonight’s game.

The brand is also the official design and make platform for the 2028 Olympic and Paralympic Games in Los Angeles.

“Our audience over-indexes on sports, so part of the reason why we are launching during the NBA Playoffs is because that’s where our target audience is,” the exec said. “Sports is one of those things that unites all of us on a global level, so we’re continuing to leverage telling our story [there].”

As Autodesk gains the attention of potential and current consumers, keeping its parent brand at the forefront is a priority.

“I hope in six months that when you’re talking to people and you say ‘Autodesk,’ they immediately say, ‘I know that company!’” said Treseder. “And that anyone, anywhere, who is trying to design and make anything, would instinctively turn to [us]. That is where we want to be.”

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