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A Full History of the EDS Super Bowl Commercials

Groundbreaking ads highlighting IT project challenges

As a former EDS employee, I have a special appreciation for the commercials that launched during the Super Bowl in the early 2000s. These ads perfectly encapsulate the challenges faced by IT professionals through humor and memorable metaphors.

The Cultural Impact of EDS Commercials

These commercials don't just make you laugh—they get it. They resonate on a deep level with those who understand the chaos of IT project management, which is what makes them so powerful and timeless.

I have gone out of my way to gather these videos, hosted on Vimeo, to share them with you here. Created by the renowned Fallon agency, these ads use humor and sharp storytelling to highlight IT's unique challenges. I hope you enjoy them as much as I have over the years and find them as insightful as they are entertaining.

Between 2000 and 2001, Electronic Data Systems (EDS) launched a series of Super Bowl commercials that revolutionized the way IT project management challenges were depicted. Through humor and memorable metaphors, EDS connected with audiences across industries, earning cultural significance.

Deep Dive Video Overview

Deep Dive: EDS Super Bowl Commercials

The deep dive team takes a closer look at the iconic EDS Super Bowl commercials from 2000-2001, exploring their impact on IT project management storytelling and cultural significance.

The EDS Super Bowl commercials revolutionized IT project management storytelling, using humor and memorable metaphors to highlight the challenges faced by IT professionals. This deep dive explores the impact of these groundbreaking ads and their lasting legacy.

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Cat Herders - Coordination Challenges (2000)

The Most Beloved EDS Commercial

Premiered during Super Bowl XXXIV on January 30, 2000, this commercial used humor to depict the chaos of IT project management. Cowboys herding cats became a cultural metaphor for aligning unpredictable elements in IT systems.

Presidential Recognition

The "Cat Herders" spot was actually mentioned by President Bill Clinton in a national press conference as his favorite commercial in the Super Bowl.

Additionally, it was awarded a Cannes Silver Lion, a bronze Clio, Advertising Age's Best Visual Effects Award, a silver EFFIE Award, and received a nomination for an Emmy for Outstanding Commercial.

IT projects often involve multiple stakeholders, systems, and objectives that must be aligned. The ad's humor and absurdity underscored the frustration and complexity of managing such projects.

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Airplane - Simultaneous Development and Operation (2000)

Innovation While Maintaining Operations

Released in September 2000, this ad depicted workers assembling an airplane mid-flight, symbolizing the challenge of maintaining business continuity while upgrading systems. It resonated deeply with IT managers.

IT managers must frequently innovate while ensuring uninterrupted service. The ad's dramatic visuals conveyed the delicate balance required to achieve this. The ad highlighted the need for IT teams to balance innovation with operational stability, a challenge that remains relevant in today's fast-paced digital economy.

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Running with the Squirrels - Keeping Pace (2001)

Agility in the Digital Economy

Premiering during Super Bowl XXXV on January 28, 2001, this ad parodied the Running of the Bulls, replacing bulls with squirrels. It highlighted the need for agility and speed in the competitive digital economy.

This commercial emphasized the importance of quick adaptation and nimble responses to technological change, themes that remain highly relevant in today's rapidly evolving digital landscape.

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Fallon Advertising - The Creative Force

The Agency Behind the Magic

Fallon is a full-service advertising agency headquartered in Minneapolis, Minnesota, with affiliate offices in London, Detroit, and Tokyo. Founded in 1981 as Fallon McElligott Rice by Patrick Fallon, Tom McElligott, Nancy Rice, Fred Senn, and Irv Fish, the agency has built a reputation for creative and impactful advertising campaigns.

Philosophy

Outsmarting the competition rather than outspending them, emphasizing the "unreasonable power of creativity."

EDS Partnership

In 1999, EDS retained Fallon to create a campaign aimed at enhancing brand awareness and reshaping the company's image.

This collaboration led to the creation of the "Cat Herders" advertisement, which aired during Super Bowl XXXIV in 2000. The ad humorously depicted cowboys herding cats, symbolizing the complexities of IT project management, and received critical acclaim, including a Cannes Silver Lion and a nomination for an Emmy for Outstanding Commercial.

Following the success of "Cat Herders," Fallon and EDS continued their partnership, producing additional commercials such as "Airplane" and "Running with Squirrels," each using creative metaphors to highlight EDS's problem-solving capabilities in the digital economy.

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Campaign Legacy and Lasting Impact

The EDS trilogy remains one of the most memorable advertising campaigns in the IT sector. By using humor, stunning visuals, and relatable metaphors, these ads elevated EDS's profile and connected with audiences beyond the tech world.

Cultural Transformation

The EDS commercials reshaped how people in IT and beyond discuss project management, introducing metaphors that remain shorthand for complex technical challenges.

"Cat Herders"

Introduced a metaphor for chaotic project alignment that remains widely used today.

"Airplane"

Emphasized balancing innovation with operational stability.

"Running Squirrels"

Highlighted the need for agility in technological change.

These ads have become essential references in conversations about IT challenges, inspiring countless presentations, training materials, and discussions on project planning. They demonstrated the power of humor and storytelling in making complex concepts accessible, and their legacy endures as a reminder of how creativity can clarify the abstract.