Not all AI is Created Equal: The Drum Awards NiCE For “Your Ultimate Customer Service AI Wingman” 2025 Video Campaign

The Drum Awards Festival, featuring A-list awards for the best work, companies and people in marketing and media across the world, has named NiCE a Silver Award winner in the B2B Category for Most Creative humor, for “Your Ultimate Customer Service Wingman” 2025 Big Game Commercial. NiCE also was a finalist in the B2B category for Most Creative TV, Video and Film.

The video’s theme highlights that not all AI is created equal, especially in customer service. In “Your Ultimate Customer Service AI Wingman – 2025 Big Game Commercial,” NiCE redefines AI-powered customer service automation, showing it as faster, smarter, and more reliable.

With a nod to Super Bowl season, what happens when AI drops the ball? That spark powered NiCE’s AI Wingman video campaign, the ultimate B2B Super Bowl commercial that never aired on TV but won big on digital.

The spot follows Brent, a socially awkward partygoer who relies on a clumsy AI “wingman” to survive a Super Bowl watch party. Instead of helping, the AI sabotages him, mixing up names, telling cringe-worthy jokes, and landing him in the path of a UFC fighter. The humor highlights a serious truth: not all AI gets it right. In customer experience, getting it right matters.

By flipping the script on traditional B2B advertising and leaning into comedy, NiCE humanized its brand, showing that while “bad AI” creates chaos, NiCE is the trusted “AI Wingman” that always has your back. Launched on social media the Friday before the Super Bowl, the campaign created a major brand moment for NiCE. Within three days, it generated over 15K views, an engagement rate of 23.5%, 1,874 engagements, 355 reposts, and hundreds of comments.

The video commercial quickly became NiCE’s top-performing LinkedIn campaign, sparking conversations among customers, partners, employees, and analysts. This bold, humorous, human campaign proves B2B doesn’t have to be boring. And the best wingman, in business and in life, is the one you trust.

For the NiCE case study, a full list of producer and talent credits, and more information on the competition, please click here.