Vonage | Does That. Tough Typing.

A man sits in a high-powered massage chair that shakes him violently. He tries to type a message to customer service on his smartphone, but the vibrations scramble his text into gibberish:
“Hwkp1! Myy chasiurs to vci.”

The customer service rep receives the message, smiles, and replies: “Tap and let’s talk.”

A voiceover explains that businesses can easily add one-tap voice calls to their apps. The ad closes with the tagline:
“Vonage does that.”

The Formula (That Works at Any Budget)

Painful truth = Text isn’t always enough

Text messages fail when customers are distracted or in disruptive environments.

→ Lesson: Show a scenario where your product solves a real-world problem that competitors’ defaults cannot.

Exaggeration = The shaking customer

Instead of a minor typo, the extreme physical comedy of a violent massage chair makes the issue impossible to ignore.

→ Lesson: Amplify common frustrations visually to make them memorable.

Single punchline = “Vonage does that”

The brand uses a consistent tagline to link the solution directly to Vonage.

→ Lesson: Repeatable brand promises build recognition across campaigns.

Humor Breakdown

The humor is slapstick and situational. Watching the man vibrate uncontrollably while trying to type a simple message is funny and relatable.

It works because it turns a technical feature (API integration for voice calls) into a simple, human, and visually entertaining story.

→ Lesson: Physical comedy can make complex B2B solutions feel approachable and lighthearted.

Final Verdict

Vonage demonstrates a technical voice API feature without ever showing code. By focusing on ease of use and the humor of the situation, the brand feels helpful, modern, and extremely simple to adopt.

Brave-o-meter Score

B-7 | R-8 | A-8 | V-7 | E-8
BRAVE – 7.6/10

Watch the full ad & learn more

Website: https://www.vonage.com
LinkedIn: https://www.linkedin.com/company/vonage/

(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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