Front’s “The Human Touch” ad makes a bold emotional play in the B2B space. Instead of leading with product features, it leads with empathy—spotlighting the power of real human connection in customer communication. It’s cinematic, moving, and a direct challenge to cold, transactional software.
The Formula (That Works at Any Budget):
Emotional Storytelling = Deep Resonance
The ad follows several customer interactions—a florist calming a bride, a mechanic supporting a stranded driver—all anchored by sincere, thoughtful messages. It reminds us that behind every ticket or chat is a person needing help.
→ Lesson: Lead with heart, not dashboards. Emotional resonance builds long-term brand affinity.
Real-World Scenarios = Built-In Trust
By grounding each moment in everyday business situations, the ad makes the product feel essential—not flashy. It’s not about solving tickets; it’s about saving days.
→ Lesson: Show how your tool fits into real-life moments, not just enterprise workflows.
Minimal Interface, Maximum Impact
There are brief flashes of Front’s interface, but the product never steals the spotlight. Instead, it’s the quiet enabler behind great communication.
→ Lesson: Sometimes, the best product demo is one that doesn’t feel like one.
Cinematic Tone = Brand Elevation
The lighting, score, and pacing feel more like a short film than a tech ad. It elevates Front from just another inbox to a mission-driven platform for better conversations.
→ Lesson: Invest in storytelling and production quality to shift how people perceive your brand category.
Humor Breakdown:
This isn’t a “funny” ad—but it’s disarmingly warm. The charm lies in the little human moments: a typo turned endearing, a customer laughing in relief, a florist typing then retyping a message to get it just right.
→ Lesson: Humor isn’t the only way to be human. Small, sincere touches can be just as powerful.
Final Verdict:
Front delivers a refreshing, heartfelt reminder of what great communication should feel like. By prioritizing people over platforms, the ad positions Front as more than a productivity tool—it’s the software that helps teams connect with care.
BRAVE-o-meter Score:
B-8 | R-9 | A-9 | V-9 | E-9
BRAVE – 8.8/10
Watch the full ad & learn more:
Website: front.com
LinkedIn: Front
