Atera | Still doing IT like it’s 1995?! You need Atera

The spot opens in a dreary 1995 office where an IT professional struggles with bulky CRT monitors, a Rolodex, and endless manual tasks. Quick cuts highlight outdated tools—clunky workflows, endless clicking, and even a cringe-worthy VHS workout tape titled Reboot That Booty. The scene then shifts to today: a modern IT pro uses Atera’s sleek, all-in-one platform. Tasks flow effortlessly with automation and AI, contrasting sharply with the chaos of the past. The final message urges viewers to leave outdated IT behind.

The Formula (That Works at Any Budget)

Painful Truth = Clunky, outdated IT chaos
The ad shows the frustration of working with fragmented tools that waste time and energy. The “before” state is exaggerated to make the solution shine.
→ Lesson: Make the old way look not just inefficient—but laughably bad.

Nostalgia as a Negative = Associating competitors with bad trends
By tying outdated IT systems to bowl cuts, VHS tapes, and other 90s relics, the ad makes any competitor using outdated methods seem stuck in the past.
→ Lesson: Use nostalgia to frame old solutions as embarrassing relics rather than harmless memories.

Single Punchline = “If doing IT still feels like 1995…”
This opening line instantly hooks IT professionals who relate to the pain. It sets up the contrast without needing a long explanation.
→ Lesson: Start with a provocative question that immediately makes the audience self-reflect.

Humor Breakdown

The comedy comes from the over-the-top 90s references—Rolodexes for contacts, a Magic 8-Ball for forecasting, and the hilarious VHS workout tape. These absurd touches make the inefficiency of the old way unforgettable while keeping the tone playful.
→ Lesson: Use exaggerated cultural throwbacks to turn a competitor’s weakness into a joke the audience won’t forget.

Final Verdict

Atera uses a simple but brilliant “then vs. now” approach to highlight its value. The outdated scenes are funny, cringe-inducing, and make the modern solution feel even more advanced. By leaning into nostalgic humor and sharp visual contrasts, the ad perfectly communicates why it’s time to ditch legacy tools for Atera’s all-in-one, AI-driven platform.

BRAVE-o-meter Score

B-8 | R-9 | A-8 | V-7 | E-9
BRAVE – 8.2/10

Watch the full ad & learn more:
Website: https://www.atera.com
LinkedIn: Atera 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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