ATLANTA—(September, 2025)–Independent agency Guesthouse announced it has created its first campaign for new client SAS , a data and AI solutions company.
The global campaign, for the brand’s SAS Viya product, “From data to ta-da” is an extension of the brand’s “Get more done” campaign, initially launched with McCann New York.
The new work breaks in late September across digital and CTV platforms, and five social videos to run across digital and social media. It will run in North America, Europe, Asia, and Latin America. Wes Whitener, co-Founder and Creative Director at agency/production company Guesthouse, directed the spots.
“The team at SAS shares our philosophy that no one likes advertising – especially in the dry B2B software space – but they do like things that entertain them,” said Mitch Bennett, Guesthouse co-Founder and Creative Director. “From the first meeting, the SAS team pushed for the funniest, most ritual-sacrifice-y concepts.”
“We want people to think, ‘SAS Viya can help me get more done,’” said Anson Burtch, Brand Strategist at SAS. “The previous campaign showed that too much data can be overwhelming. Guesthouse helped us show the benefit – that SAS Viya can instantly make sense of it all.”
The spots depict real-life office situations and how co-workers respond to them.
In one spot, a team faced with working all night realizes SAS Viya helped them finish early, just as the pizzas arrive, and the delivery guy makes the mistake of assuming they don’t need them now.
In another spot, a team dressed in hooded robes is about to perform a ritual sacrifice on a printer in an effort to extract data insights. Another colleague stumbles upon the scene and announces he’s already used SAS Viya to complete the project . A third spot taps into the fact that even when everything is under control, some co-workers just prefer freaking out.
“From day one Guesthouse really understood the project, really understood what we do, and helped distill it down to the essence of the story we were trying to tell,” said Shawn Gillen, Creative Brand Strategist at SAS.
Guesthouse was awarded the SAS Viya campaign in May.
