A “Problemotional” Review of 2023’s Best B2B Video Ads: 1Password
Remembering passwords feels monotonous, just like bland B2B video ads, but 1Password’s video ad flips the script with a healthy blend of problem-humor (that actually makes you forget that you’re learning about how to keep your passwords safe) and Ryan Reynolds.
Let’s dig deeper into how they did that with the PESO framework:
P: Problem/Pain
The Password Problem: The ad opens with Ryan Reynolds, a recognizable figure, expressing the frustration of forgetting passwords. It highlights a problem we all face – struggling to keep track of numerous complex passwords for online accounts.
The Security Risk: They subtly highlight the potential security risks that come with forgetting passwords, showing how using weak passwords or writing them down can leave people vulnerable to cyberattacks.
The Constant Struggle: It depicts the constant mental burden of remembering passwords, demonstrating how it can be a stressful and time-consuming task that often disrupts workflow and productivity.
E: Emotion
Relatable Humor: They use lighthearted humor to make a serious point about passwords. It’s funny to see Ryan Reynolds, a celebrity known for his sharp wit, admitting his own password struggles. This makes the ad relatable and immediately grabs the viewer’s attention.
Visual Storytelling: Using dynamic visual storytelling, they emphasize the problem. The quick cuts, the scenes with various characters, and the tension created by the password-related scenarios all effectively communicate the frustration and anxiety that comes with managing passwords.
Star Power: The presence of Ryan Reynolds adds a level of excitement and intrigue to the ad, making it more memorable and engaging for their target audience.
S: Solution
1Password as the Solution: The video introduces 1Password as the solution to the password problem, showcasing its ability to store and manage all your passwords securely in one place.
Simplifying Security: 1Password emphasizes how they makes it easier to create strong and unique passwords for all your accounts, ultimately enhancing online security and reducing the stress associated with managing passwords.
Effortless Accessibility: The video shows how 1Password is accessible from any device, providing peace of mind and the ability to access your passwords when you need them, making life easier for busy professionals.
O: Outcome
Peace of Mind and Confidence: It visually demonstrates the positive outcome of using 1Password, with characters expressing relief and confidence after using the app to manage their passwords.
Improved Security and Productivity: The ad suggests that using 1Password increases online security, boosts productivity by freeing up time and mental energy, and ultimately leads to a more stress-free and efficient workflow.
The Power of 1Password: It leaves viewers with the feeling that 1Password is a valuable tool for managing passwords and a way to reclaim control over their digital lives, making it a powerful solution for both individuals and businesses.
Overall:
This video ad is a classic example of successfully leveraging the “problemotional” formula – the lighthearted and engaging approach to address a common pain point.
Addressing the frustrations of password management with humor and a star-studded cast, 1Password’s corporate video effectively communicates the value of their solution, creating that connection with their audience and the sense that they are the solution to their audience’s password woes.
