HubSpot CRM | ‘Beans’

The cowgirl CEO sits at a saloon bar, praising value. That’s why her “outlaw business” uses HubSpot CRM—and why she always orders beans. Behind her, a chalkboard menu reads:“BEANS – 2¢”
“HUBSPOT CRM – FREE TO GET STARTED.”
She spoons up the beans, happily declaring: “So much bang for your buck.”

The Formula (That Works at Any Budget)

Painful truth = Business tools often cost too much
The ad tackles a real friction point: software can feel bloated and overpriced.
→ Lesson: When value is your advantage, lead with it clearly and proudly.

Simple analogy = CRM compared to a bowl of beans
Instead of diving into product features, the ad uses a basic food metaphor to explain affordability.
→ Lesson: Use familiar comparisons to explain pricing in a memorable way.

Visual punchline = Menu reveal in the background
The joke lands visually. The “CRM = 2¢ beans” comparison is written on the wall, not said aloud.
→ Lesson: Let background details support your core message and reward rewatching.

Humor Breakdown

The ad plays with absurd contrast—comparing high-tech CRM software to a saloon snack. The cowgirl’s enthusiasm for beans makes the joke land. It keeps the tone quirky, simple, and charming.
→ Lesson: Don’t overcomplicate your concept. Humor works when it’s grounded in a single, silly idea.

Final Verdict

This ad drives home one message: value. With just one character, one setting, and a cheap bowl of beans, HubSpot turns CRM into something feel-good and friendly. It shows that smart software doesn’t have to come with a premium price tag.

BRAVE-o-meter Score

B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10

Watch the full ad & learn more:
Website: https://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.

Share on social media

Related Videos

HubSpot | Increase Your Leads

Quickbook | Eggs

HubSpot CRM | 'Coffee'

Deloitte US | Solving tomorrow’s challenges by accelerating AI innovation

LinkedIn | Build your network

Back to videos
Black Camel Agency mascot