B2B Video Library

ClickUp | JIRA Lawyer 5

ClickUp’s “JIRA Lawyer 5” features the return of Mike Fry, a dramatic parody of a legal infomercial spokesman who “defends” teams burdened by JIRA’s complexity. Through Fry’s exaggerated rants and faux legal advice, the ad positions ClickUp as the simpler, saner project management alternative.

The Formula (That Works at Any Budget)

Parody Format + Real Frustrations = Instant Relatability

The ad spoofs legal commercials, channeling the chaos many teams feel using JIRA. That blend of absurdity and truth hits a nerve—while also delivering ClickUp’s value clearly.
→ Lesson: Address real user pain with humor to earn both laughs and attention.

Recurring Character + Campaign Continuity = Brand Stickiness

Mike Fry is now a recurring figure in the “JIRA Lawyer” series. His over-the-top delivery creates a familiar face viewers associate with ClickUp’s positioning.
→ Lesson: Characters work—especially when they become icons for your core message.

Satire + Product Comparison = Competitive Edge

By mocking JIRA’s perceived complexity, the ad draws a clear line: if JIRA is red tape, ClickUp is clean escape. The exaggeration makes the point land harder.
→ Lesson: When going after a competitor, smart satire can do more than a direct pitch.

Humor Breakdown

The ad’s humor leans heavily on parody—Mike Fry shouts into the void, throws paper in frustration, and reads mock disclaimers about “multi-tab trauma.” His exaggerated performance turns dry software talk into entertaining, digestible moments. It’s not just funny—it’s sticky.

→ Lesson: Turning user pain into punchlines is a powerful way to stay memorable in a crowded category.

Final Verdict

ClickUp’s “JIRA Lawyer 5” blends parody, performance, and product truth into one sharp, repeatable message: “Project management doesn’t have to be this hard.” With a recurring lead and clever scripting, the series drives home ClickUp’s brand in a way that’s both funny and persuasive.

BRAVE-o-meter Score:
B-8 | R-9 | A-9 | V-8 | E-8
BRAVE – 8.4/10

Learn more about ClickUp:
Website: clickup.com
LinkedIn: ClickUp 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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