B2B Video Library

IBM | Innovation Man Yelling

IBM’s “Innovation Man Yelling” ad delivers a fast-paced, humorous portrayal of the chaos that comes with tech innovation. With an overly enthusiastic and dramatic “Innovation Man,” the ad showcases how IBM can help companies tame this whirlwind of excitement and transform creative chaos into effective solutions.

The Formula (That Works at Any Budget):

Exaggerated Character = Instant Engagement – The overly dramatic “Innovation Man” immediately grabs attention with his out-of-control enthusiasm, making it clear that IBM can bring order to the madness of constant innovation.
 → Lesson: Create characters or situations that embody your audience’s frustrations and use humor to turn them into something memorable.

Comedic Chaos = Clear Contrast – The exaggerated chaos of “Innovation Man” is contrasted by the calm, composed solutions IBM offers, underscoring how IBM can be the voice of reason in the overwhelming world of innovation.
 → Lesson: Contrast exaggerated pain points with the simplicity and reliability of your solution to make it more appealing.

Relatable Over-the-Top Situations = Instant Connection – The ad takes a lighthearted approach to the very real pressure that businesses face in trying to stay innovative, allowing the audience to laugh at something that’s familiar.
 → Lesson: Use humor to make relatable stress points feel more approachable and easy to tackle.

Humor Breakdown:

Absurd Characterization – The character of “Innovation Man” is a humorous exaggeration of someone who is overly excited and chaotic, turning the tech industry’s innovation-driven stress into a comedic spectacle.
 Situational Humor – The humor is driven by the contrast between the over-the-top character and the calm, composed solutions IBM presents.
 Self-Aware Humor – IBM shows that they understand the overwhelming nature of constant innovation and make light of it in a way that resonates with their audience.

Final Verdict:

With its quirky and humorous portrayal of the frenzy around innovation, IBM’s “Innovation Man Yelling” ad strikes the right balance of playful exaggeration and clear messaging. It humorously highlights the challenges of tech innovation while positioning IBM as the grounded solution to keep things on track.

Brave-o-meter score: 

B-8 | R-9 | A-9 | V-8 | E-8

BRAVE – 8.4/10

Watch the full ad & learn more:
 Website: IBM.com
 LinkedIn: IBM LinkedIn Page

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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