A “Problemotional” Review of 2023’s Best B2B Video Ads: Globant
Globant took the old bland B2B playbook and threw it straight out the window. Their B2B video ad is stand out example of using problem-humor to address a common challenge in the tech world: the overuse and misunderstanding of AI-driven solutions.
Let’s break it down using the PESO framework:
P: Problem/Pain
Outdated Thinking: They open with a boardroom meeting full of people who are stuck in a traditional way of thinking, clinging to outdated processes and jargon. The scene shows the team is using AI buzzwords in a way that is almost comical, reflecting a disconnect between the hype around AI and its actual application.
Lack of Practicality: The ad suggests that the focus on AI is often more about marketing than real-world solutions. The characters’ inability to understand or properly implement AI demonstrates a gap between the hype and the reality of applying this technology in a meaningful way.
Overuse of Buzzwords: The video cleverly mocks the excessive use of jargon and the tendency to throw around AI-related terms without a genuine grasp of their meaning.
E: Emotion
Satirical Humor: They use sharp, satirical humor to expose the absurdity of the situation. The characters’ exaggerated reactions and the way they struggle with the AI concepts create a funny and relatable scene.
Audience Recognition: B2B audiences will immediately recognize the overused terminology and the often-inflated claims associated with AI. This sense of familiarity will resonate with them, making the ad even funnier.
Annoyance and Frustration: The ad plays on the common feeling of annoyance and frustration among business leaders who are often bombarded with AI marketing and sales pitches that don’t deliver on their promises.
S: Solution
Human-Centric Approach: Globant presents itself as the solution to this problem, offering a human-centric approach that combines artificial and human intelligence.
Practical and Effective: The ad implies that Globant can help companies leverage AI effectively and implement solutions that are actually meaningful and beneficial.
Shifting the Focus: Globant proposes a shift in thinking, moving away from the shallow and overused AI jargon toward a more practical and strategic approach.
O: Outcome
Escape From The Hype: The video shows the company breaking free from the AI hype, suggesting that the team has moved beyond the buzzwords and adopted a more intelligent and strategic approach.
Better Decisions and Results: The ad implies that Globant helps companies make better decisions and achieve stronger results by focusing on practical solutions rather than empty AI promises.
A Smarter Approach: Globant shows that embracing their approach leads to a more effective and human-centered use of AI.
Overall:
This ad is sure to get viewers talking, laughing, and thinking about how they can leverage AI more effectively.
Their video ad is one of the most memorable in B2B video advertising, rewriting the B2B advertising playbook with the “problemotional” approach at the top of the leader board.
