B2B Video Library

Figma | Figma Slides: All hands on deck

Figma’s ad for Figma Slides transforms a dull, predictable corporate meeting into a chaotic, high-stakes naval operation. With a full-blown war room atmosphere, flashing alerts, and a captain barking orders, the ad turns last-minute slide edits into a dramatic crisis—until Figma Slides swoops in to restore order.

The Formula (That Works at Any Budget):

  • High-Stakes Overreaction = Instant Comedy – The ad exaggerates the stress of last-minute presentation edits by portraying it as a full-scale naval emergency, complete with panicked officers and a control room in meltdown mode.
    → Lesson: Take mundane business frustrations and blow them wildly out of proportion to make them entertaining and relatable.

  • The Product as the Hero – The chaos immediately disappears once Figma Slides enters the picture, showing how its collaborative features eliminate stress and confusion.
    → Lesson: Make the before-and-after contrast extreme to drive home your product’s value proposition.

  • Vivid, Cinematic Execution – The ad feels like a Hollywood action film, with urgent music, intense acting, and an immersive setting, making a simple software pitch feel engaging.
    → Lesson: Treat B2B marketing like entertainment—big production values and high drama make even dry topics compelling.

Final Verdict:

Figma nails B2B humor by turning a universal office struggle into an over-the-top action movie scenario. It’s a perfect mix of drama and comedy that highlights Figma Slides’ real-world benefits while keeping viewers hooked.

Brave-o-meter score:
B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10

Watch the full ad & learn more:
Website: Figma Slides
LinkedIn: Figma

(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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