A person in an old-fashioned deep-sea diving suit lounges on a couch, reading. An astronaut walks in from the back, talking on what sounds like a phone. He says he’s “go for drinking,” but the group is “mostly just astronauts.” The diver gives a tired sigh. A text overlay reads, “RELATIONSHIPS ARE COMPLICATED.” The scene cuts to a clean title card: “Improving relationships between businesses and customers.” The Zendesk logo appears.
The Formula (That Works at Any Budget)
Painful truth = Relationships are hard
This ad reframes the business-customer dynamic as a strained personal relationship. The diver and astronaut, clearly mismatched, represent misaligned expectations.
→ Lesson: Use a universal truth—awkward relationships—to make a business challenge instantly relatable.
Absurd visual metaphor = Diver meets astronaut
Instead of using real customers or agents, the ad uses costumed characters in an ordinary living room. The contrast is jarring and funny.
→ Lesson: Absurdity grabs attention and simplifies complex topics into memorable images.
Clear pivot to product = From awkward to solution
After the awkward moment, the ad immediately transitions to Zendesk’s value: improving business-customer relationships. The visual metaphor disappears, but the message sticks.
→ Lesson: Anchor your quirky setup in a direct product benefit to drive the message home.
Humor Breakdown
This ad uses quiet, awkward humor. No punchline, no fast cuts—just a weird situation with two silent characters, one of whom mutters something oddly specific. The humor is understated, making the audience lean in and engage.
→ Lesson: Not all B2B humor needs to be loud. Strange, quiet moments can be just as sticky.
Final Verdict
Zendesk turns a simple idea—relationships are complicated—into a surreal and charming metaphor. The visual oddity of a diver and an astronaut highlights miscommunication and mismatched dynamics without a single line about customer service. It’s short, unexpected, and sharp. A perfect example of brand personality driving clarity.
BRAVE-o-meter Score:
B-8 | R-7 | A-9 | V-8 | E-7
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: zendesk.com
LinkedIn: Zendesk on LinkedIn
