HubSpot | Close More Deals

A woman sits in a dark, spy thriller-style office, sweating over a cluttered software interface. A dramatic voiceover lists admin tasks like “data entry” and “updating records.” Her eyes widen. The tension builds—until the voiceover declares: “These tasks have nothing to do with closing deals.” Suddenly, the scene cuts to a bright, calm office. A man works effortlessly using HubSpot’s sleek interface. Voiceover: “Now, they’re dealt with.”

The Formula (That Works at Any Budget)

Painful Truth = Salespeople are trapped by non-selling tasks
The ad highlights the soul-crushing frustration of spending your day on admin instead of selling.
→ Lesson: Pinpoint a time-wasting villain and exaggerate how much it drains your buyer.

Genre Parody = Admin work as a spy thriller
Bad UI becomes the enemy. Stress becomes cinematic. The mundane becomes a full-blown mission.
→ Lesson: Reframe everyday frustrations as epic challenges to grab attention fast.

Single Punchline = “Now, they’re dealt with”
With four words, the ad signals a clean solution and delivers a satisfying resolution.
→ Lesson: End with a confident mic-drop that makes your product the hero.

Humor Breakdown

The humor comes from tonal overkill. Turning “data entry” into a Cold War crisis is ridiculous—and relatable. The woman’s horror-movie stare is the perfect visual metaphor for admin burnout.
→ Lesson: To make workplace pain funny, blow it wildly out of proportion.

Final Verdict

HubSpot turns dull admin drama into a cinematic punchline. It’s bold, weirdly intense, and instantly memorable. A perfect example of B2B advertising that treats boring problems like blockbuster threats—then shows you the weapon to solve them.

BRAVE-o-meter Score

B-8 | R-9 | A-8 | V-7 | E-8
BRAVE – 8.0/10

Watch the full ad & learn more:
Website: https://www.hubspot.com
LinkedIn: HubSpot 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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