Press Release

commercetools Features Will Arnett In Landmark Brand Campaign

Katie Butler
Katie Butler
Walker Sands, for commercetools

In a new global creative campaign, acclaimed actor Will Arnett personifies inflexible legacy eCommerce solutions, shining a light on the need for businesses to adopt modern technology 

MUNICH (Germany), May 17, 2022 – commercetools, the leader in digital commerce and inventor of headless commerce, today unveiled a new global creative marketing campaign, titled, “The Naysayer Campaign,” featuring actor and comedian Will Arnett. The campaign aims to inspire businesses to move away from outdated, legacy eCommerce platforms and embrace commercetools’ MACH (Microservices, API, Cloud Native, and Headless)-based technology, which enables businesses to easily create flexible, scalable, and personalized digital commerce experiences across all touchpoints.

Naysayer Press Release

The campaign stars Arnett who personifies legacy commerce solutions as an insufferable C-suite executive “naysayer” who is always saying no to change and modernization. This personification emphasizes the outsized authority of inflexible commerce platforms – and, in contrast, the freedom and flexibility that commercetools offers brands and business leaders.

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We couldn’t be more excited to bring The Naysayer – who we’ve all worked with before – to life. At commercetools, we pride ourselves on being direct, bold, and creative, and The Naysayer Campaign embodies just that. We’re delighted to have Will Arnett on board to shine a light on how brands across all industries are held back when they use outdated technology and how legacy eCommerce platforms prevent long-term brand success and innovation.

Jen Jones

Chief Marketing Officer, commercetools

With U.S. business-to-business (B2B) industry advertising spend accelerating at an incredible rate – and expected to pass $30 billion in 2023 – commercetools is leading the charge in using creative, emotional, brand marketing to disrupt not only the digital commerce industry but the B2B space as a whole. For commercetools, The Naysayer Campaign signifies its next step to better support today’s most innovative brands, including L.L.Bean, NBCUniversal, Audi, Ulta, AT&T, and Express, among many others.

Since its founding, commercetools has been providing B2B, business-to-consumer (B2C), and direct-to-consumer (D2C) brands with a modern, digital commerce product portfolio that delivers cutting-edge experiences. Now, driven by the new world of retail where consumers expect immersive and seamless experiences across both digital and physical touchpoints, The Naysayer Campaign serves as a call to action for every business to adopt MACH-powered commerce technologies that bring any commerce possibility to life. 

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This past year has been exciting as we've worked to disrupt legacy commerce platforms and enable our customers to create cutting-edge commerce experiences. After closing $140 million in Series C funding – valuing the company at $1.9 billion, increasing employee headcount year-over-year by 53%, acquiring the composable frontend platform Frontastic (now commercetools Frontend), and launching commercetools for Growth, we're thrilled to introduce commercetools to an even broader audience, and the limitless possibilities our technology can provide, with this fun, lighthearted campaign. By bringing some humor and pizzaz to B2B technology, we hope to create disruption in the industry and continue to inspire creativity alongside our customers.

Jen Jones

Chief Marketing Officer, commercetools

Walker Sands, a full-service marketing agency focused on accelerating the growth of B2B brands, led the creative concepting and activation of the campaign in partnership with video production company, Flightless Bird Creative, and commercetools.

Watch the Naysayer in action.

Katie Butler
Katie Butler
Walker Sands, for commercetools

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