Slack’s ad, “So Yeah, We Tried Slack…”, brilliantly captures the before-and-after chaos of workplace communication. It plays out like a mockumentary, featuring employees trapped in a productivity nightmare—endless email threads, lost messages, and confusion—until Slack swoops in to save the day.
The Formula (That Works at Any Budget):
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Exaggerate the Pain Points – The ad hilariously dramatizes the pain of bad communication—from impossible-to-follow email chains to confusing project updates.
→ Lesson: Take your audience’s biggest frustrations and amplify them to make the solution feel even more essential. -
Mockumentary-Style Humor – Employees speak directly to the camera in a deadpan, “The Office”-style format, making the struggles feel real and relatable.
→ Lesson: A conversational, unscripted tone makes B2B ads more engaging and less salesy. -
Clear Before & After – The moment Slack is introduced, everything changes. Messages are clear, collaboration is effortless, and chaos vanishes instantly.
→ Lesson: Dramatize the transformation—make your product the obvious hero.
Humor Breakdown:
Deadpan delivery – Employees speak as if they’ve been through workplace trauma, describing email chains like war stories.
Relatable absurdity – The frustrations are real, but the execution is exaggerated—a manager describes inbox hell with genuine despair.
Visual irony – As employees describe their productivity struggles, we see hilariously chaotic office scenes, making the contrast even funnier.
Final Verdict:
Slack nails B2B humor by turning boring office frustrations into a comedy goldmine. It’s fun, relatable, and instantly makes you want to ditch email for good.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: Slack
LinkedIn: Slack
