Global software company monday.com has brought its international AI brand campaign, using a llama to tackle AI anxiety.
“AI Had the Time of My Life,”campaign, aims to help local businesses see AI as approachable, intuitive, and useful, not intimidating.
After the debut in the US earlier this year, the lighthearted, llama-filled campaign will now roll out across connected TV, digital, and out-of-home (OOH) channels in Sydney and Melbourne, highlighting how monday sidekick, the company’s AI-powered digital worker, simplifies workflows and boosts productivity.
Tackling AI anxiety at work
As organisations race to integrate AI, monday.com says many business leaders are struggling with what is termed as “AI angst” uncertainty over whether they’re keeping pace with competitors or seeing real value from implementation.
The campaign’s hero film takes a tongue-in-cheek look at this hesitation. Set in an office meeting where employees dread yet another AI rollout, the team is introduced to monday sidekick, an AI assistant built into monday.com’s existing platform.
The ad captures how effortlessly the tool integrates with daily work, supported by a whimsical cover of “(I’ve Had) The Time of My Life” from Dirty Dancing and the return of monday.com’s beloved llama mascot, who serenades workers while showing off sidekick’s problem-solving capabilities.
“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,” said Robbie Ferrara, Global Creative Director at monday.com.
“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.”
Making AI more human
The campaign builds on monday.com’s earlier positioning, “The first work platform you’ll love to use,” launched earlier this year. It continues the company’s mission to break away from sterile B2B marketing and instead use humour, empathy, and storytelling to connect with real workplace struggles.
“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,” said Stephanie Perez-Israel, Regional Marketing Lead APJ at monday.com.
“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.”
The campaign was curated in-house by monday.com’s global creative team, with contributions from freelance creatives Yoav Hebel and Asaf Zelicovich. It was directed by Rob Leggart (Knucklehead), produced by Jiminy Production, and features VFX by Juice.
The Australian campaign will be played across CTV, audio, and digital formats, targeting professionals through high-frequency placements in key commuter and business hubs. This includes major train stations, airports, lounges, trams, buses, and office screens, designed to reach audiences as they move through their workday.
By pairing humour and practicality, monday.com hopes to prove that AI can make everyday work more efficient and even a little more fun without or less the stress.