Globant Taste ID Turns Absurdist Tech Into a Brand Manifesto
Globant's Taste ID is a 60-second commercial released in March 2024 in the United States, created by global agency GUT, that satirises purposeless technology by depicting a fictional product claiming to identify a person's food preferences from licking a smartphone screen, delivering the brand's message that technology must serve real business transformation.
Globant, listed on the New York Stock Exchange as GLOB, launched Taste ID on March 21, 2024, announcing the work from New York, according to globant.com. The film is the latest chapter in the company's running creative platform titled "Stuck in Consultancy," which also includes prior executions "I AI" and "1000 Slides." Each instalment in the saga targets a different failure mode within the technology consultancy industry, and Taste ID homes in on the tendency of IT organisations to develop solutions that lose sight of the real users and businesses they are meant to serve.
In the United States, where enterprise technology competition is fierce and the conversation around artificial intelligence and digital transformation is at peak intensity, Globant positions itself as the antidote to empty innovation. The film's central scene — presenters enthusiastically demoing an unappetising, implausible piece of technology to a room of baffled executives — distils that positioning into a single, uncomfortable laugh. The tagline "Enough with nonsense tech" lands as both a punchline and a mission statement, making Taste ID one of the more pointed pieces of B2B brand communication produced in the technology sector during 2024. Clapboard rates the campaign 64 out of 100.
Globant's Taste ID campaign targets a structural frustration inside enterprise technology: the gap between what consultancies build and what clients and their end customers actually need. The strategic premise is that the most damaging failure in digital transformation is not technical incompetence but a loss of human relevance — developing sophisticated capability that solves no real problem.
Globant and GUT began working together in 2020, when Globant selected GUT as its creative partner, according to Investors Globant. That relationship deepened when GUT became part of the Globant family, giving the agency structural proximity to the brand's strategy. The "Stuck in Consultancy" platform emerged from this partnership as a recurring satirical vehicle, with each execution targeting a specific industry pathology. The 2022 campaign "Reinventing Consultancy," which included the film "1000 Slides," won Best B2B Campaign at the Ad Age Creativity Awards, as reported by adage.com, establishing the platform's creative credibility before Taste ID arrived.
In the United States, the technology services sector presents a crowded competitive landscape. Accenture and IBM represent the scale players against which Globant differentiates, with both companies offering broad consulting and digital transformation mandates. Globant's strategic choice to satirise the category rather than argue features within it is a direct response to that environment. According to Gartner, the global IT services market reached approximately $1.61 trillion in 2024, with forecast growth of 7.1 percent — a scale that underscores how difficult it is for any individual provider to claim differentiation on capability alone. In a market that large, brand character becomes a competitive asset, and Taste ID is designed to sharpen exactly that.
Taste ID is a film built on a single, deeply uncomfortable comic premise executed with deadpan precision. The creative approach relies on contrast: presenters deliver their phone-licking technology concept with the earnest confidence of a legitimate product launch, while the executives in the room react with visible disbelief. That tonal gap — sincere absurdism meeting genuine confusion — is where the satirical point lands.
Matías Lafalla, Chief Creative Officer at GUT, leads the agency's creative output, and Taste ID reflects GUT's established house style of using exaggerated corporate theatre to expose real industry dynamics. The film's production recreates the grammar of a genuine enterprise technology presentation with enough fidelity to feel recognisable before it tips into absurdity. The set design, the slide decks, the presenters' cadence — all are calibrated to the visual language of the technology conference room, which makes the central gag land harder because the environment feels earned rather than invented.
Wanda Weigert, Chief Brand Officer at Globant, articulated the campaign's intent in the launch statement published on globant.com: "As part of the 'Stuck in Consultancy' saga, this new commercial emphasises Globant's ongoing dedication to challenging traditional norms, making us the ideal partner that dares to create digital solutions for our clients." That quote frames the creative not as a one-off stunt but as a consistent brand behaviour — the film's comedy is the vehicle, and the vehicle is reused deliberately. The Taste ID execution extends the VFX-light, performance-driven aesthetic that characterised earlier instalments, keeping production investment focused on writing and performance rather than spectacle, which reinforces the campaign's argument that substance matters more than surface.
No independently verified performance data for the Taste ID campaign, such as view counts, brand lift figures, or earned media reach metrics, is publicly available at the time of writing. Assessment of the campaign's effectiveness is therefore structural rather than metric-driven.
The campaign's architecture gives it durable advantages. Taste ID operates within an established platform — "Stuck in Consultancy" — that already carries award recognition, specifically the Best B2B Campaign win at the Ad Age Creativity Awards for the preceding "Reinventing Consultancy" work, as reported by adage.com. Platform campaigns accumulate meaning across instalments, meaning Taste ID enters the market with pre-built context rather than starting from zero audience comprehension. That efficiency is a structural result in itself.
In the United States technology market, where Globant competes against significantly larger rivals including Accenture and IBM, the campaign performs a function that media spend alone cannot replicate: it gives the brand a recognisable voice and a repeatable point of view. The "Enough with nonsense tech" positioning is simple enough to be remembered and specific enough to be attributed. According to Gartner, slower growth in IT consulting services was observed across 2024, meaning clients are applying greater scrutiny to technology partners — precisely the environment in which Globant's message about purposeful, user-centred digital solutions carries the most commercial weight. Clapboard scores Taste ID 64 out of 100, reflecting strong conceptual clarity and platform coherence with room for broader reach and measurable impact.
Taste ID is a 60-second commercial by Globant and agency GUT, released in the United States in March 2024. It features a fictional technology that claims to identify food preferences from licking a phone screen, satirising purposeless innovation. The film is part of Globant's ongoing "Stuck in Consultancy" creative platform.
GUT created Taste ID for Globant. GUT is Globant's global creative agency and became part of the Globant family ahead of the campaign's launch. Matías Lafalla serves as Chief Creative Officer at GUT, and Wanda Weigert is Chief Brand Officer at Globant, as confirmed by globant.com.
Stuck in Consultancy is Globant's recurring satirical campaign platform, created with GUT. It targets failure modes in the technology consultancy industry. Prior instalments include "1000 Slides," "Copy/Paste," and "I AI." The platform's 2022 work won Best B2B Campaign at the Ad Age Creativity Awards, as reported by adage.com.
Globant released Taste ID on March 21, 2024, announcing the campaign from New York, according to globant.com. An initial listing also appeared on investors.globant.com dated March 5, 2024. The campaign launched alongside trade press coverage in the United States technology and advertising media.
Taste ID positions Globant as a technology partner focused on real user needs rather than innovation for its own sake. By satirising the category conventions that larger rivals like Accenture and IBM also inhabit, the campaign uses brand character rather than capability arguments to claim differentiation in the United States enterprise technology market.
Globant's Taste ID campaign received a Clapboard Score of 64 out of 100. The score reflects strong conceptual clarity and platform coherence within the Stuck in Consultancy series. Opportunity remains to extend measurable reach and documented impact across the United States technology audience the campaign targets.
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