B2B Video Library

ServiceNow | How do teams of ServiceNow AI Agents collaborate?

Two colleagues talk about using “AI Agents” to automate tasks like collecting time off requests and balancing leave approvals. A third colleague, Nick, joins and asks what they are discussing. They jokingly respond “Geese” and comment on the “V formation.” After Nick leaves, they admit they don’t know what Nick actually does and decide to “make an AI agent and figure that out.” The ad ends with the tagline, “The world works with ServiceNow.”

The Formula (That Works at Any Budget)

Painful truth = Manual tasks and workplace confusion
The ad highlights how many office processes are still manual and how unclear roles can slow work. Automation with AI agents solves this problem.
→ Lesson: Address everyday inefficiencies that your product solves to connect with viewers.

Relatable scenario = Awkward office chat
Instead of technical jargon, the ad uses a simple, humorous interaction between coworkers to explain AI agents.
→ Lesson: Ground complex technology in real human experiences for clarity and approachability.

Progression = From departments to people
The message moves from showing AI agents working in HR and Customer Service to helping all people, illustrating broad usefulness.
→ Lesson: Show your product’s scalability and relevance across the whole organization.

Humor Breakdown

The humor is dry and subtle, playing on office dynamics and the colleagues’ confusion about a coworker’s role. The punchline about automating figuring out Nick’s job makes the tech concept memorable and approachable.
→ Lesson: Use understated humor to make complex ideas easier to digest and remember.

Final Verdict

ServiceNow uses a relatable office setting and light humor to introduce AI agents that automate tedious tasks. The ad clearly shows how automation can simplify workflows and improve clarity in the workplace. It positions ServiceNow as a versatile platform that helps the entire organization work smarter.

BRAVE-o-meter Score

B-6 | R-8 | A-7 | V-6 | E-7
BRAVE – 6.8/10

Watch the full ad & learn more:
Website: servicenow.com
LinkedIn: ServiceNow 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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