B2B Video Library

BlackBerry | Cybersecurity – Disaster Averted

BlackBerry’s ad, “Cybersecurity – Disaster Averted,” dramatically highlights the risks of cyber threats and how quickly things can spiral into a crisis. The ad shows the severity of a potential attack and brings the message home by positioning BlackBerry as the hero that prevents disaster.

The Formula (That Works at Any Budget):

Exaggerated Pain Points = Instant Engagement – The ad opens with a high-stakes cybersecurity situation—a massive system breach that could lead to catastrophic outcomes. The rapid escalation of the disaster builds tension, immediately pulling the audience in.
 → Lesson: Show the worst-case scenario to help the audience feel the urgency of solving the problem.

Intense Drama, Serious Stakes – Cybersecurity isn’t something to take lightly, and BlackBerry’s portrayal of the potential devastation of a breach is both exaggerated and terrifyingly realistic. The high-stakes narrative keeps viewers on the edge of their seat, amplifying the fear factor.
 → Lesson: Amplify the seriousness of the problem to keep your audience fully engaged and invested.

Product as the Savior – Just when it seems like the situation is about to spiral out of control, BlackBerry’s cybersecurity solution steps in as the lifeline, averting disaster and restoring calm. The message is clear: BlackBerry’s security is unshakeable.
 → Lesson: Present your product as the only solution capable of stopping a disaster in its tracks.

Contrast Between Chaos and Calm – The ad contrasts the chaotic world of cyber threats with the calm, secure environment BlackBerry provides, reassuring viewers that they can avoid the worst-case scenario with BlackBerry.
 → Lesson: Use contrast to highlight the strength and security your product offers.

Final Verdict:

BlackBerry’s ad effectively uses high drama and tension to make the point that cybersecurity is no joke. By showing the potential devastation of an attack and how BlackBerry’s solution averts it, the ad positions the brand as a necessary defense against modern cyber threats. It’s a serious yet engaging portrayal of the importance of cybersecurity.

Brave-o-meter score: 

B-9 | R-9 | A-8 | V-8 | E-9

BRAVE – 9/10

Watch the full ad & learn more:
 Website: BlackBerry
 LinkedIn: BlackBerry LinkedIn Page

(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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