B2B Video Library

Salesforce | “Data Forest”

Salesforce’s “Data Forest” commercial features Matthew McConaughey exploring a dense, metaphorical forest—symbolizing the overwhelming complexity of today’s data landscape. As he journeys deeper, the message becomes clear: to thrive in the AI era, companies must not only harness data but do so with trust and ethics. The call to action? “Ask More of AI.”

The Formula (That Works at Any Budget)

Nature Metaphor + Celebrity Narration = Instant Engagement

The forest serves as a powerful visual metaphor for navigating AI and big data. Add McConaughey’s voice and gravitas, and you’ve got attention.
→ Lesson: Combining metaphor with star power can make abstract challenges feel grounded and cinematic.

Ethical Framing + Clear CTA = Brand Trust

The “Ask More of AI” message pushes for not just smarter AI—but better AI. It’s a stance, not a feature.
→ Lesson: When your call to action is tied to ethics, it elevates your brand from vendor to visionary.

Consistent Theme + Visual Symbolism = Memorable Message

The dark, data-dense forest. The light peeking through. The journey. Every visual supports the central idea: data is complex, but it can be navigated with the right guide.
→ Lesson: Strong visual cohesion reinforces brand messaging long after the ad ends.

Humor Breakdown

The humor is subtle, mostly from McConaughey’s signature delivery. His serious tone paired with over-the-top forest scenes adds a light ironic touch. It’s not laugh-out-loud funny, but it plays on the dramatic ad trope in a self-aware way.

→ Lesson: You don’t need jokes—just a well-timed tone shift can add wit.

Final Verdict

Salesforce’s “Data Forest” ad isn’t selling features—it’s selling trust. Through McConaughey’s thoughtful narration and symbolic visuals, it positions Salesforce as a guide in the AI age—one that values responsibility as much as results. It’s a quiet, confident message: we’ll help you do AI right.

BRAVE-o-meter Score:
B-6 | R-9 | A-6 | V-8 | E-7
BRAVE – 7.2/10

Learn more about Salesforce:
Website: salesforce.com
LinkedIn: Salesforce on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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