Wrike’s ad, “AL – Less Exciting,” flips the script on the typical AI hype train by giving us Al, an average guy who’s not exactly revolutionizing the workplace. The joke? Everyone thought they were getting cutting-edge AI, but instead, they got… Al. It’s a deadpan, clever way to contrast the chaos of ineffective project management with the power of Wrike.
The Formula (That Works at Any Budget):
Play on Expectations = Immediate Hook – The ad opens with a typical workplace scenario where “Al” is introduced as the team’s latest upgrade. The setup leads the audience to believe it’s AI (Artificial Intelligence)—but no, it’s just Al.
→ Lesson: Subverting expectations is a smart, low-cost way to spark curiosity and drive laughs.
Pain of Miscommunication, Amplified – Al doesn’t understand complex requests, misses deadlines, and tries to handwrite a Gantt chart. It’s all painfully inefficient.
→ Lesson: Exaggerate real pain points to make your product’s benefits feel undeniable.
Wrike as the Real AI Solution – Just when it seems like the team is doomed to Al’s manual mayhem, Wrike enters as the actual intelligent solution. Suddenly, workflows are streamlined and productivity is restored.
→ Lesson: Let your product shine by showing what life without it looks like first.
Office Culture Meets Comedy – The ad speaks directly to project managers and team leads who know what it’s like to deal with “Als” every day.
→ Lesson: Humor that reflects your audience’s workplace dynamics builds instant rapport.
Humor Breakdown:
The humor is dry and understated—perfectly timed reactions, awkward silences, and over-the-top yet believable office fails. Al’s attempts to “help” (like using sticky notes to organize timelines) poke fun at outdated methods while making a solid case for Wrike. It’s the kind of humor that makes viewers feel seen and entertained.
Final Verdict:
Wrike nails the B2B formula here: highlight the chaos, insert a painfully relatable anti-hero, and position your platform as the savior. The ad is short, sharp, and funny—making a clear point without over-explaining. Al might be less exciting, but Wrike certainly isn’t.
Brave-o-meter score:
B-6 | R-7 | A-6 | V-5 | E-7
BRAVE – 6.2/10
Watch the full ad & learn more:
Website: Wrike
LinkedIn: Wrike
