Okta’s ad spins the usually invisible world of IT into the spotlight—with a twist of spy drama. When a cyberattack threatens a company, one employee proudly proclaims, “That’s my IT guy!” as their identity security expert pulls off the ultimate digital rescue. It’s sleek, dramatic, and glorifies the unsung heroes of the digital age.
The Formula (That Works at Any Budget):
IT Heroics = Underdog Energy
IT professionals are usually behind the scenes, but Okta flips the script—turning them into James Bond-esque saviors.
→ Lesson: Recast your product users as the hero. When your customer feels powerful, your brand wins.
High Stakes = High Engagement
The ad mimics an action-thriller format, complete with tense music, dramatic glances, and a cyber threat in progress. This cinematic approach keeps viewers hooked.
→ Lesson: Borrow from Hollywood. Raising the stakes—even for “boring” B2B topics—makes your message feel epic.
Clear Product Tie-In = Memorable Value
While the visuals are big, the takeaway is tight: Okta helps secure your company’s identity, keeping threats out and your systems running.
→ Lesson: No matter how fun the execution, make sure the product’s core value is unmistakably clear.
Single Punchline = Lasting Impression
The recurring phrase “That’s my IT guy” serves as both a punchline and a rallying cry. It brings personality and recall to a technical offering.
→ Lesson: One strong line can carry an entire campaign if it hits the emotional and brand sweet spot.
Humor Breakdown:
The humor is in the overdramatization—turning IT work into espionage and thrilling standoffs. It’s knowingly absurd in the best way, giving IT folks the glory they rarely get and making security software feel, dare we say, badass.
Final Verdict:
Okta nails the art of making cybersecurity not just understandable, but cool. By leaning into cinematic tropes and giving IT staff their hero moment, the brand positions itself as both essential and aspirational for companies serious about security.
BRAVE-o-meter Score:
B-7 | R-8 | A-8 | V-8 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: Okta.com
LinkedIn: Okta
