ServiceNow | handles the Chocolate Factory’s Workflow

Willy Wonka, the “CEO” of his candy factory, has a business nightmare. Children arrive at stores, but there are no Wonka bars.

His ServiceNow consultant, McKenzie, introduces digital workflows to prevent operational chaos and keep customers happy.

They tour the factory, showing how Golden Egg Production is tracked on a digital dashboard.

Wonka realizes that even a magical factory needs organization. A voiceover concludes: “Whatever your business is facing, let’s workflow it.”

The Formula (That Works at Any Budget)

Painful truth: Supply chain anxiety.
Even whimsical businesses face the risk of running out of product.
→ Lesson: Show a universal business fear to demonstrate why your tool is necessary.

Metaphor: Magical “Golden Egg” Dashboard.
The dashboard tracks golden eggs, turning a complex process into a simple visual.
→ Lesson: Use humorous or exaggerated scenarios to show your product handles real problems.

Single punchline: “Let’s workflow it.”
ServiceNow turns its brand name into a verb. The solution feels simple, repeatable, and actionable.
→ Lesson: Use a clear, action-oriented phrase for your value proposition.

Humor Breakdown

The humor is corporate satire. McKenzie treats Wonka’s eccentric problems—like “Violet has the blues”—with professional seriousness.

Comedy comes from the contrast between the absurd problems and the calm, logical solution.

→ Lesson: Use light satire to make your brand approachable while emphasizing usefulness.

Final Verdict

ServiceNow proves that B2B marketing can be creative and memorable.

Placing their representative in a fictional, high-profile factory communicates the value of Digital Workplace automation clearly.

The ad is colorful, fast-paced, and easy to follow. It blends enterprise messaging with pop-culture flair.

BRAVE-o-meter Score

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

Watch the full ad & learn more

Website: ServiceNow
LinkedIn: ServiceNow 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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