Zoom uses SNL stars and humor to shift brand perception

Zoom is employing humor and star power to reintroduce itself as more than just a video conferencing platform. The company released a new advertisement on September 14, developed with Colin Jost's creative agency No Notes, which stars Kate McKinnon as a villain discovering Zoom's wide-ranging utility.

This campaign marks the second installment of Zoom's "Zoom Ahead" initiative, following a December ad featuring Bowen Yang. The underlying goal is to address a brand perception challenge: while Zoom boasts near-universal name recognition, it's primarily associated with its pandemic-era rise as a video meeting service. The company has spent recent years expanding its offerings to include AI features and tools for customer service, recruiting, and marketing.

"A typical user has no idea that the breadth of the Zoom portfolio goes so much further," stated Kim Storin, Zoom's CMO. "We kind of lost our swagger a little bit after the pandemic, and it feels like we've got our swagger back now."

The campaign leverages comedy and former "Saturday Night Live" cast members to cut through corporate seriousness. According to Jeff Grosvenor, head of content at No Notes, this self-deprecating approach helps the brand stand out and connect with audiences. Zoom aims to position itself as an AI-powered toolkit capable of handling diverse workflows and communications.

Beyond the ad campaign, Zoom has been promoting its expanded identity through conference appearances and partnerships with niche content creators who utilize Zoom in their businesses. These efforts aim to remind customers of Zoom's value and introduce its broader capabilities.