GitLab | You’re living like this?

A father walks through the door carrying a stack of paper bags. He proudly announces that he “got the burgers.” Then he explains his process. First, he went to one shop for buns. Next, another shop for patties. Then another for tomatoes. Each ingredient came from a different specialty store.

At the dinner table, the family tries to assemble the burger. However, nothing holds together. The ingredients slide apart. The bun falls off.

The teenage son grows increasingly frustrated. Eventually, he throws the “burger” down in disgust.

A voiceover explains the point. Building software with disconnected tools creates the same kind of mess. GitLab offers a different approach: one application for the entire DevOps lifecycle.

The Formula (That Works at Any Budget)

This ad focuses on fragmentation. It shows how too many tools can make a simple process fall apart.

Painful truth = Toolchain sprawl
Many development teams rely on dozens of disconnected tools. As a result, workflows become slow and fragile.
→ Lesson: Highlight how a bloated process creates frustration.

Metaphor = The specialty shop burger
Instead of explaining DevOps architecture, the ad uses food to illustrate the problem. The burger becomes a visual stand-in for fragmented systems.
→ Lesson: Translate complex technical problems into everyday situations.

Single punchline = One application
GitLab positions itself as the unified solution. Everything happens in one place.
→ Lesson: Sell the cohesion, not just the feature list.

Humor Breakdown

The humor relies on exaggeration. The father proudly describes visiting shops like “Onions Only” and “Tomato Town.” His confidence contrasts with the obvious failure of the meal. Meanwhile, the son’s frustration mirrors how developers feel when tools refuse to integrate.

→ Lesson: Exaggerate the wrong approach so the right one feels obvious.

Final Verdict

GitLab transforms a technical DevOps problem into a simple, relatable story. Instead of showing dashboards or code, the ad focuses on a familiar frustration: trying to assemble something that should have been simple.

By using humor and a clear metaphor, GitLab makes the value of a unified platform instantly understandable.

BRAVE-o-Meter Score

B: 8 | R: 8 | A: 7 | V: 8 | E: 8
BRAVE – 7.8 / 10

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