Zendesk delivers a hilariously dry mockumentary-style ad that introduces its AI tools by doing the opposite of what you’d expect: showing AI agents acting like unhelpful humans. Set in a fictional office called “AI-ssist,” we meet chatbots that are late for meetings, passive-aggressive, and more focused on their lunch than solving support tickets.
The twist? These AI agents are bad at their jobs, making the case for Zendesk’s real AI tools—designed to actually help customers, not frustrate them.
The Formula (That Works at Any Budget)
Mockumentary Format = Built-In Comedy and Relatability
The ad mimics the style of shows like The Office or Parks and Rec. Talking heads. Awkward silences. Deliberate pacing. It taps into a format viewers already know and love, lowering the barrier to engagement.
→ Lesson: Familiar formats can boost engagement without bloating production costs.
Reversal Concept = Show the Pain to Sell the Cure
Instead of promising Zendesk AI is great, the ad spends 90% of its runtime showing what bad AI looks like. The humor lands because we’ve all been there—waiting for a chatbot that clearly doesn’t understand.
→ Lesson: Exaggerate the pain your product solves—then introduce yourself as the fix.
End Frame = Clear, Calm, Smart
After the chaos of “AI-ssist,” the ad cuts to a clean, calm interface. A simple message: Zendesk AI helps agents, not frustrates customers.
→ Lesson: Contrast and clarity at the end reinforces your value without overexplaining.
Humor Breakdown
This ad leans hard into office satire and deadpan delivery. The characters are hilariously incompetent—one bot even says, “I care deeply about your issue,” while doing absolutely nothing. It’s the kind of humor that feels painfully real for anyone who’s ever dealt with bad automation.
→ Lesson: Satirizing familiar frustrations creates instant empathy and earns laughs.
Final Verdict
Zendesk’s “Helpful AI Agents” is a brilliant blend of comedy and product marketing. By flipping the script and showing what bad AI looks like, it makes the product’s strengths crystal clear. With sharp writing, great acting, and a familiar mock-doc format, this ad doesn’t just entertain—it sticks.
BRAVE-o-meter Score:
B-7 | R-9 | A-7 | V-8 | E-9
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: zendesk.com
LinkedIn: Zendesk on LinkedIn
