The “Acrobat’s Got It” campaign was designed to position Adobe Acrobat as the go-to solution for everyday document challenges. Using witty storytelling and relatable scenarios, the campaign showed how Acrobat makes tasks like editing, signing, sharing, and securing PDFs simple, fast, and stress-free. The creative leaned into humor and accessibility, making enterprise-level functionality feel approachable to everyone—from office professionals to students and small business owners.

By framing Acrobat as the all-in-one productivity tool that “always has your back,” the campaign reinforced its relevance in a digital-first world. The approachable tone, combined with clear demonstrations of product value, deepened audience connection and broadened Acrobat’s appeal across consumer and enterprise segments—reminding people everywhere that no matter the need, Acrobat’s got it.