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Zoom is expanding its "Zoom Ahead" campaign and is using comedy to position the brand more strongly as an AI and work platform. The new spot "Zoom Got It Done" with Kate McKinnon launched on 14. September 2026 and, according to Zoom, runs across linear TV, Connected TV, out-of-home, digital channels and social media.
At the heart of this is a problem many well-known software brands share: high awareness but a narrow product image. For many users, Zoom is still primarily the video-call app from the pandemic era. The new campaign is meant to show that the company now wants to sell much more – from AI agents and automated note-taking to contact center and productivity tools.
Kate McKinnon Plays the Boss Who Wants to Kill Zoom
In the spot, Kate McKinnon plays an exaggerated CEO who tells her team to "destroy" Zoom. The punchline: every attempt instead demonstrates what the platform can now do. A classic feature list thus becomes a sketch-comedy structure.
The spot was produced together with No Notes Productions, the production company of Colin Jost. The campaign builds on the previous "I Use Zoom!" spot with Bowen Yang. Zoom describes the new message as "conversation to completion": conversations should not just happen, but with the help of AI transition directly into follow-up tasks, summaries, emails and other workflows.
Zoom's official announcement mentions, among other things, AI Agents, automated notes, contact center and a productivity suite. Adweek additionally reports that Zoom is deliberately using comedy to break the perception of it as a pure meetings brand.
Why This Is Interesting for B2B Marketing
In B2B tech marketing in particular, there is a strong temptation to explain new features through product graphics, feature lists and abstract AI terms. Zoom turns this principle around: the breadth of the product remains part of the message, but is packaged in an easily told story.
This is interesting for marketers for two reasons. First, a well-known brand can be repositioned this way without cutting off its existing brand core entirely. Second, the campaign shows how complex AI features can be made understandable through a simple creative idea, rather than explaining each individual feature separately.
A similar pattern can currently be seen with other brands that sell AI not as an abstract technology but through a concrete benefit. Instacart, for example, places the AI assistant Clementine directly in the shopping workflow, while Autodesk deliberately makes people rather than AI the hero of its campaign. For B2B teams, it is also relevant that the approach to decision-makers is changing: a LinkedIn study on B2B marketing and Gen Z places short video formats and credible expert voices at the top.
The Campaign Doesn't Just Run on TV
"Zoom Got It Done" debuted around Monday Night Football and is subsequently being continued across TV, CTV, OOH, digital and social. According to the company, the broader "Zoom Ahead" platform also includes creator partnerships, new branded content formats and Zoom's MLB sponsorship.
The spot is therefore more than a single celebrity commercial. Zoom is trying to build a broader B2B narrative from its recognition as a video-call brand: no longer just enabling conversations, but getting work done after the conversation.
Sources: Zoom Newsroom, 14. September 2026, Adweek: „Zoom and Colin Jost Make the Case for B2B Comedy“.