Dissolve’s ad brilliantly parodies the typical, cookie-cutter brand video by exaggerating all the clichés often seen in corporate advertising. It humorously critiques the overused tropes—such as slow-motion shots of people working, vague emotional appeals, and dramatic music—that dominate the marketing world. The ad’s message is clear: break away from generic content and do something more meaningful.
The Formula (That Works at Any Budget):
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Exaggerating Common Clichés = Instant Humor
The ad intentionally overuses the typical elements of a “generic” brand video—slow-motion, uplifting music, and motivational speeches—to the point of absurdity. This not only draws laughs but also effectively highlights how these clichés can make ads feel impersonal and formulaic.
→ Lesson: Playfully exaggerating what’s commonly seen in your industry can bring humor while making a memorable point. -
Sharp Contrast = Stronger Message
By exaggerating the clichés, the ad emphasizes the need for more authentic, original content. This contrast makes the critique of traditional brand videos more impactful.
→ Lesson: A strong contrast between the norm and your solution can highlight the value of your unique approach. -
Minimal Product Focus = Message-Driven Ad
Rather than focusing on the product itself, the ad focuses on delivering a message about creativity and originality in marketing. It positions Dissolve as the antidote to the stale, formulaic ads that saturate the market.
→ Lesson: An ad that leads with a strong message over product features can leave a lasting impression. -
Memorable Tagline = Brand Recall
The tagline, “This Is a Generic Brand Video,” is straightforward but effective. Its simplicity and directness ensure that viewers will remember the brand and the core message.
→ Lesson: A concise, memorable tagline reinforces your message and ensures that your ad sticks in viewers’ minds.
Humor Breakdown:
The humor in the ad stems from the absurdly exaggerated portrayal of a generic brand video. From overly dramatic voiceovers to slow-motion shots of people in office settings, the ad highlights just how laughably predictable most corporate ads have become. This lighthearted critique makes the message of creativity and originality feel all the more poignant.
Final Verdict:
Dissolve’s ad cleverly uses humor and satire to stand out in a sea of predictable, formulaic brand videos. By exaggerating the clichés of corporate advertising, it makes a compelling case for why brands should strive for authenticity and creativity. It’s a perfect example of how humor can be used to make a powerful marketing statement.
BRAVE-o-meter Score:
B-9 | R-8 | A-9 | V-8 | E-9
BRAVE – 8.8/10
Watch the full ad & learn more:
Website: Dissolve
LinkedIn: Dissolve
