B2B Video Library

IBM | Commercial

IBM’s commercial dives into the power of innovation and how technology can transform industries. The ad presents IBM’s solutions as the catalyst for change, driving businesses to move from traditional methods to cutting-edge technologies that fuel progress and growth.

The Formula (That Works at Any Budget):

Elevating Innovation = Instant Interest – By positioning IBM’s technology as the key to unlocking new possibilities, the ad sparks interest in how businesses can leverage advanced solutions for success.
 → Lesson: Focus on the transformative power of your product to engage your audience and highlight what’s possible.

Real-World Application = Instant Relevance – The ad demonstrates IBM’s technology in action, emphasizing how it solves current industry challenges.
 → Lesson: Show real-world applications to build credibility and connect with your audience.

Call to Action = Clear Value Proposition – The commercial closes with a call to action that encourages businesses to embrace change and invest in IBM’s cutting-edge solutions.
 → Lesson: Have a clear call to action that reinforces the value of your product and motivates the audience to take the next step.

Humor Breakdown:

Serious Tone with Aspirational Messaging – The humor here is more about optimism and possibility rather than laugh-out-loud moments.
 Inspiring Situations – The ad leverages inspirational storytelling that encourages businesses to embrace new solutions.
 Subtle Humor Through Playful Pacing – The ad incorporates subtle humor through its pacing and the way the narrative unfolds, without detracting from the serious message.

Final Verdict:

IBM’s commercial effectively mixes inspiration and innovation, positioning the brand as the future of technological solutions for businesses. While the tone is serious and forward-thinking, it still incorporates light humor to keep things engaging.

Brave-o-meter score: 

B-8 | R-8 | A-6 | V-7 | E-8

BRAVE – 7.75/10

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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