A “Problemotional” Review of 2023’s Best B2B Video Ads: Cisco
Cisco nailed it at cleverly reversing the typical narrative of cyberattacks, flipping the script and putting the power back in the hands of businesses. While it starts with a familiar sense of dread, this B2B video ad quickly transitions to an upbeat and empowering message of control and resilience.
Let’s break it down using the PESO framework:
P: Problem
Breached! The Ultimate Fear: The ad opens with a stark, red-on-black warning: “You have been breached.” This triggers an immediate sense of alarm and fear, tapping into a universal dread of cyberattacks and the potential consequences.
Loss of Control and the Domino Effect: The ad then depicts a series of chaotic scenes, symbolizing the havoc a cyberattack can wreak on an organization. From frantic employees to a production line grinding to a halt, it captures the cascading impact of a breach, highlighting the potential for disruption, financial loss, and reputational damage.
The Vulnerability of Connectivity: It subtly conveys the irony of connectivity in today’s world. The very systems that make our businesses more efficient and interconnected also make them more vulnerable to attack. The interconnected web of red string represents this delicate balance between progress and risk.
E: Emotion
Initial Panic, Then a Shift to Power: It starts with a jolt of anxiety, mirroring the immediate panic that often accompanies a security breach. However, this quickly evolves into a sense of defiance and empowerment as the music shifts to an upbeat tempo and the visuals become more energetic and positive.
Finding Calm Amidst the Storm: The ad focuses on a woman amidst the chaos who remains unfazed. She’s in control, calmly observing the situation. This represents the attitude Cisco aims to instill in its customers: a sense of resilience and the ability to manage even the most challenging situations.
From Victim to Victor: The overall message is that businesses don’t have to be helpless victims of cyberattacks. It’s a call to action, encouraging them to take charge of their security and become the “controllers” of their own fate.
S: Solution
Taking Back Control: The ad clearly positions Cisco Security as the solution. It’s presented as a comprehensive suite of tools and services that helps businesses regain control of their digital environment and protect their data.
Visibility and Actionable Insights: It focuses on the power of insight and rapid response. The screens showing “CLEAR” status and the data visualizations imply that Cisco provides the visibility and actionable intelligence needed to quickly identify and mitigate threats.
Beyond the Break/Fix Mentality: It subtly challenges the traditional “break/fix” mentality of cybersecurity, suggesting that Cisco offers a more proactive and holistic approach, building resilience into networks and empowering businesses to prevent attacks rather than just react to them.
O: Outcome
Resilience and Business Continuity: They show a clear shift from chaos and disruption to a calm, controlled, and functioning environment, suggesting that their security allows businesses to maintain business continuity even in the face of cyber threats.
Confidence and Peace of Mind: The ad’s ending, with the woman calmly enjoying a donut while her colleagues work seamlessly around her, suggests a sense of confidence and peace of mind. Cisco Security provides the protection businesses need to operate with assurance.
Focusing on the Future: The ad subtly conveys the message that by taking charge of their security, businesses can focus on what matters most: innovation, growth, and achieving their goals.
Overall
Cisco’s ad is a refreshing take on cybersecurity marketing, moving away from fear-mongering and instead empowers businesses to take a proactive and confident approach to their security.
It’s a B2B ad that’s effective in highlighting the potential damage of cyberattacks, but it doesn’t dwell on the negativity that comes with that territory. Instead, it presents Cisco as the solution that enables businesses to move forward with a sense of control, resilience, and optimism.
