B2B Video Library

HubSpot | A Smooth CRM for Rough Seas (Feat. Kathryn Hahn)

HubSpot’s ad with Kathryn Hahn delivers a witty and engaging take on how a smooth CRM system can turn the rough seas of customer management into calm, manageable waters. The ad uses humor and Hahn’s excellent comedic timing to show how HubSpot can make CRM feel like a breeze—even in the most chaotic situations.

The Formula (That Works at Any Budget):

Funny, Relatable Struggles = Instant Engagement – The ad opens with the image of chaos, highlighting common frustrations that come with managing customer relationships without the right tools. This instantly connects with the audience.
 → Lesson: Start by highlighting a universal problem your audience faces, and it will immediately resonate.

Exaggerated Humor = Clear Product Value – The chaos of trying to manage CRM without HubSpot is overblown to comical levels. This not only makes the ad entertaining, but also makes the solution (HubSpot) seem like an absolute must-have.
 → Lesson: Use humor to exaggerate the pain points and make your product feel indispensable.

Contrast = Strong Messaging – By showing the contrast between the messy, disorganized world without HubSpot and the smooth, streamlined system HubSpot offers, the ad drives home the point that this CRM is the answer.
 → Lesson: Contrast is a powerful way to make the benefits of your product clear and compelling.

Kathryn Hahn’s Humor = Memorable Ad – Hahn’s comedic delivery adds an extra layer of personality to the ad. Her wit and relatable persona make the ad feel more authentic, which increases the likelihood of viewers remembering it.
 → Lesson: Celebrity appearances or a unique voice can make your ad stand out and add a human touch.

Humor Breakdown:

The humor here is quick-paced and situational. Hahn’s character is placed in increasingly ridiculous scenarios where the lack of a proper CRM creates confusion, stress, and frustration. Her reactions are over-the-top, but this exaggeration makes the ad not only entertaining but also memorable. The humor makes the solution feel necessary, as it highlights just how chaotic things could get without HubSpot.

Final Verdict:

HubSpot’s ad is a perfect example of how to use humor to highlight the pain points of your target audience and position your product as the clear solution. Kathryn Hahn’s comedic timing brings the message to life, making this a fun and memorable ad that effectively communicates the value of HubSpot’s CRM.

Brave-o-meter score: 

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

BRAVE – 8.4/10

Watch the full ad & learn more:
 Website: HubSpot
 LinkedIn: HubSpot 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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