B2B Video Library

Amazon Business | Leo’s Inventions – Smart Business Buying

Amazon Business delivers a charming blend of humor and absurdity in this ad, featuring Leo, a self-proclaimed inventor who thinks innovation means overcomplicating everything. While Leo designs comically unnecessary contraptions, Amazon Business proves that smart business buying doesn’t have to be complicated—just streamlined, efficient, and hassle-free.

The Formula (That Works at Any Budget):

  • Over-Complication = Easy Laughs – The ad leans into exaggeration by showing Leo inventing pointless, Rube Goldberg-style machines for simple tasks—because, of course, he refuses to do things the easy way.
    → Lesson: Highlight a customer pain point by showing its most ridiculous extreme.

  • The “Oblivious Genius” Trope – Leo thinks he’s solving real business challenges, but his inventions only make things harder. Meanwhile, Amazon Business quietly provides the real solution.
    → Lesson: Position your product as the quietly brilliant alternative to overcomplicated, outdated methods.

  • Clear Contrast = Clear Message – The ad juxtaposes Leo’s hilariously inefficient approach with Amazon Business’s effortless one. The simplicity of Amazon Business becomes the obvious winner.
    → Lesson: The stronger the contrast, the more compelling the message.

Humor Breakdown:

Absurd problem-solving – Leo treats normal office challenges like earth-shattering dilemmas, justifying his ridiculous inventions.

Visual comedy – His machines are hilariously impractical, making for funny, memorable visuals.

Deadpan delivery – Everyone treats Leo’s nonsense seriously, which amplifies the humor.

Final Verdict:

Amazon Business lets the joke breathe, allowing Leo’s bizarre inventions to highlight how much easier business buying can be. The humor is lighthearted yet effective, making the ad both entertaining and persuasive.

Brave-o-meter score:
B-6 | R-7 | A-7 | V-6 | E-7
BRAVE – 6.6/10

Watch the full ad & learn more:
Website: Amazon Business
LinkedIn: Amazon Business 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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