That was Service Then. This is Serval Now.

Meet Billy. He’s been selling the same car for thirty years and he’s very proud of it.
In our first-ever commercial, Billy walks Serval co-founder and CTO, Alex McLeod, our hopeful buyer, through the full pitch: the "AI assistant" velcroed to the dash, the "proprietary onboard imaging system" that's actually a $19 webcam duct-taped to the trunk, and a shifting pattern so complicated you need a manual just to leave the parking lot. It's charming, in the way that old, oil-leaking clunkers can be charming.

It's also exhausting.

Just as Billy is about to pressure our hopeful buyer into settling for his tired jalopy, Serval co-founder and CEO Jake Stauch pulls up in a sleek, new ride that just works. No manual. No "couple things that only work if you do 'em in the right order." You get in, you go.

That’s the Serval story. Out with the old and in with what works.

Behind the spot

We shot this spot with director Megan Gamez, whose eye for slick, fast-talking visual representations of Legacy ITSM is exactly why Billy works as well as he does. Their playful blend of pushy, cheeky surreality and the willingness to explore that just-a-beat-too-long discomfort without blinking drives the playful absurdity of this spot. A cameo from the inflatable dancing tube man doesn’t hurt, either.

Why Serval? Why Now?

Because too many enterprise tools are still selling you the IT version of a '90s sedan: flashy features bolted on to a dated platform, workarounds you have to memorize, and a sales pitch that boils down to "well, at least you know what you're getting." We built Serval to disrupt that same-old, same-old mindset. Sleek, fast, and frictionless. It just works.

This is bigger than one challenger taking on a decades-old incumbent. IT teams have spent decades being told that complexity is the price of power, that if a system isn't confusing, it must not be doing enough. We think that's backwards. You shouldn’t need several months and an SOW to unlock the potential of a technology. The best technology is useful from day one, so you can focus on the job you were hired to do.

That's the future we're building toward: enterprise software that feels less like decoding a manual and more like just getting in and going.

Not because we added a slicker coat of paint to the same old engine, but because we built it that way from the ground up.

Legacy ITSM had its run. It's Serval now.