MNTN | This Oscars Ad Stunt Brought To You by MNTN

The spot begins with a vintage TV broadcast where a suited man declares, “Big TV advertising is for big brands with big dollars. Always has been, and always will be.” Suddenly, a roaring MNTN-branded trophy truck bursts through the screen. The same man is now behind the wheel, yelling, “Not anymore!” as he races across the desert. The climax comes when he plows into a massive pile of old TVs, sending them exploding into teal smoke and shards.

The Formula (That Works at Any Budget)

Painful Truth = TV advertising is an exclusive club
The ad begins by voicing the long-held belief that TV is only for the biggest brands with the deepest pockets. This sets up MNTN as the challenger.
→ Lesson: Open with the outdated industry belief your product exists to shatter.

Visual Metaphor = Disruption as a Demolition Derby
Rather than simply claiming to disrupt TV advertising, MNTN proves it with a monster truck that literally smashes the old way of doing things.
→ Lesson: Make disruption visceral—show it with a dramatic, physical action the audience can’t forget.

Single Punchline = “The Hardest Working Software in Television”
The tagline flips the narrative. TV is no longer an old-school media buy; it’s now a high-performance, data-driven software solution.
→ Lesson: Use your closing line to redefine your category with confidence.

Humor Breakdown

The humor lies in the spectacle and contrast. The stiff old-school announcer becomes an adrenaline-fueled daredevil, and the sheer audacity of driving a monster truck through a wall of televisions makes the message unforgettable.
→ Lesson: Use bold, unexpected stunts to turn a serious industry claim into something entertaining and memorable.

Final Verdict

MNTN doesn’t whisper change—it roars it. By physically obliterating outdated TV advertising in a storm of teal smoke and twisted metal, the ad delivers a clear, high-impact message: the old rules no longer apply. It’s bold, cinematic, and a perfect metaphor for the brand’s promise to revolutionize television advertising.

BRAVE-o-meter Score

B-9 | R-8 | A-9 | V-8 | E-9
BRAVE – 8.6/10

Watch the full ad & learn more:
Website: https://mountain.com
LinkedIn: MNTN 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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