Globant and GUT Poke Fun at Legacy Tech Industry

Globant, a digitally native company focused on reinventing businesses through innovative technology solutions, today launched its new commercial ‘Taste ID.’ The film is the latest instalment in Globant’s “Stuck in Consultancy” saga, created by the award-winning global agency GUT, which was recently incorporated into the Globant family. 

In the new commercial, Globant tackles a common notion head-on: The perception that IT organisations often forget about real users and businesses when thinking about developments for their customers. With an ironic and humorous twist, the film depicts a tech company presenting its latest innovation: ‘Taste ID,’ a technology that makes the dubious claim of being able to identify what a person wants to eat based on them licking their cell phone screen. As the presenters demo this unappetizing tech offering to a group of incredulous executives, the film declares, “Enough with nonsense tech,” while delivering a strong brand statement about the need to apply technology to real business transformations.

Globant, with over 20 years of expertise, is a pioneer in crafting bold digital solutions that seamlessly blend technology with delightful user experiences. While many brands may have worked with numerous IT partners over the years, what sets Globant apart from its competitors is its unwavering commitment to placing the final consumers of its clients at the forefront. Their digital solutions are tailored to meet clients' needs and help them reinvent their businesses in ways that resonate with their target audience.

“As part of the 'Stuck in Consultancy' saga, this new commercial emphasises Globant's ongoing dedication to challenging traditional norms, making us the ideal partner that dares to create digital solutions for our clients,” said Wanda Weigert, chief brand officer at Globant. “Brands tend to work with a lot of IT partners over the years, and even simultaneously. We consider Globant the only B2B2C digital solutions partner that differentiates from other legacy IT organisations by blending technology, creativity, and intuition to build delightful experiences.” 

Matías Lafalla, chief creative officer at GUT, emphasised, “This campaign addresses one of the most critical topics in the tech industry: placing the consumer or user at the centre while crafting digital solutions. Globant stands out among other tech companies by creating digital products users really love. To tell this narrative, we opted to maintain the humorous and ironic tone that has already become a signature of this saga.”

Globant is a digitally native company focused on creating innovative technology solutions that dare to delight clients and potential clients. Alongside GUT, both organisations are ranked among the top ten in their respective industries globally: Globant is the fastest-growing IT brand and the fifth strongest IT brand globally according to the latest Brand Finance Report, and GUT is the most creative independent advertising network in the world according to Cannes 2023 Report.