monday.com launches playful AI campaign to combat workplace angst

monday.com has launched its global AI brand campaign "AI Had the Time of My Life" in Australia as concerns over artificial intelligence in the workplace continue to grow.

The campaign, which originated in the United States earlier this year, will feature across Australian connected TV, digital, and out-of-home (OOH) channels. Its primary focus is to address what the company describes as "AI angst": a sense of unease among business leaders and teams who are uncertain about AI's complexity or worried about lagging behind in the adoption of new technologies.

Central to the campaign is monday sidekick, an AI-powered digital worker that integrates within the existing monday.com work platform. The advertisement seeks to demonstrate how monday sidekick fits into daily workflows without the complexity often associated with introducing AI systems to established processes.

Campaign details

The advertisement is set in an office environment, portraying a team expressing hesitance toward yet another AI tool. The introduction of monday sidekick, which is built directly into monday.com's interface, aims to show the ease with which it can be used by any employee. The advert features a rendition of the iconic song from the film Dirty Dancing, "(I've Had) The Time of My Life," and a playful llama character who guides employees through the various functions of monday sidekick.

This creative decision is intended to reframe perceptions of AI at work. By aligning the campaign with recognisable imagery and music, monday.com looks to demonstrate AI's potential to make a real impact and to dispel the perception of AI as either daunting or overly technical.

The campaign seeks to answer common concerns about AI, such as its complexity and relevance. By positioning monday sidekick as capable of undertaking repetitive, low-value tasks, the company seeks to show employees how they can focus more on problem-solving, collaboration, and strategic work.

The campaign was conceived in-house by monday.com's global creative team, with additional contributions from freelance creatives Yoav Hebel and Asaf Zelicovich. Rob Leggart from Knucklehead directed the advert, with Jiminy Production responsible for overall production and Juice handling visual effects.

Addressing AI anxiety

"We're hearing from customers and senior leaders that AI implementation is provoking real anxiety, from leadership pressure and competitive threats, to added complexity and unclear ROI. With this campaign, we address those concerns head-on and show what's possible when AI is embedded and intuitive, something business leaders and their teams actually love to use," said Robbie Ferrara, Global Creative Director at monday.com. "Building on our earlier work, we're bringing back the much-loved llama to prove that B2B marketing can be creative, human-centered, and engaging."

Ferrara's comments reflect the company's intention to counteract what it sees as a disconnect between business needs and current AI tool usage. The campaign's contrast with traditional, more "sterile" B2B marketing styles is further underscored by its focus on relatable everyday work situations, according to the company.

Stephanie Perez-Israel, Regional Marketing Lead APJ at monday.com, said the paradox facing Australian businesses is acute. "Across Australia, we're seeing a paradox; leaders know they need to adopt AI to stay competitive and accelerate growth, but teams are exhausted by tools that create friction rather than value," Perez-Israel said. "This campaign shows how monday sidekick meets that moment by being built into the platform teams already use - reducing complexity, sparking productivity, and making work feel lighter and more enjoyable."

National campaign roll-out

The new advertisement will be distributed across a variety of channels including CTV, audio, and performance ads, with an expected reach of millions of viewers across Sydney and Melbourne. Distribution will focus on locations with high dwell time, including major train stations, airports, public transport vehicles, and office screens, targeting professionals during their commute.

The campaign uses a mix of static and digital advertising units to reach audiences during peak travel and work hours, according to monday.com. This method is designed to capture attention in everyday situations where work and productivity are top of mind for many professionals.

monday.com's campaign follows an earlier launch this year of a brand position described as "the first work platform you'll love to use". The company states that the Australian launch of "AI Had the Time of My Life" is the next phase in driving both awareness and adoption of its AI tools within established work platforms.

The company reports that its platform is currently used by approximately 250,000 customers globally.