A “Problemotional” Review of 2023’s Best B2B Video Ads: Malwarebytes
This Malwarebytes ad tackles the ever-present threat of online scams and cybercrime with a humorous and slightly subversive approach. The B2B video depicts a stereotypical “Nigerian prince” scammer as a relatable (and somewhat endearing) figure, cleverly drawing attention to the vulnerabilities we all face in the digital world.
Let’s break down what makes this ad a success using the PESO framework:
P: Problem/Pain
The “Nigerian Prince” Trope: The ad opens with the iconic image of a “Nigerian prince,” complete with a crown, a cape, and a pile of gold jewelry. It immediately taps into a well-known internet scam, evoking a sense of humor and familiarity. This establishes a common threat that viewers can instantly recognize: online deception and the potential for financial loss.
The Vulnerability of Trust: They cleverly highlight the psychological aspect of scams. The “prince” character admits to playing the role online, suggesting that these scams prey on our trust and our desire for easy riches. This subtly reminds viewers that even the most ridiculous-sounding schemes can be effective if they exploit our vulnerabilities.
The Ever-Present Threat of Cybercrime: It conveys the fact that cybercrime isn’t just about financial scams; it’s a broader threat to our security and privacy.
E: Emotion
Humor and Satire: The ad relies heavily on humor, using satire to poke fun at the “Nigerian prince” stereotype. The character’s over-the-top appearance, his deadpan delivery, and the absurd juxtaposition of a lavish setting and a messy desk create a lighthearted tone. This makes the ad more engaging and memorable.
A Moment of Reflection: The “prince’s” confession that he “knows he shouldn’t do this stuff” adds a layer of complexity to the character. It creates a pause for reflection, suggesting that even those who engage in cybercrime might have a sense of guilt or awareness of the harm they cause.
Reassurance and Security: The ad’s ending, with the appearance of Malwarebytes’ software and the tagline “Protection you can trust. For an internet you cannot,” provides a sense of reassurance and security. It offers a solution to the anxieties presented earlier, suggesting that Malwarebytes can protect users from the dangers lurking in the digital world.
S: Solution
Your Cybersecurity Guardian: It introduces Malwarebytes as a trusted protector against the “princes” and other threats of the internet. It’s positioned as a tool that safeguards your data, your privacy, and your financial well-being.
Beyond Antivirus: The ad suggests that Malwarebytes offers more than just traditional antivirus protection. It suggests a comprehensive solution that tackles a wider range of threats, including phishing attacks, malware, ransomware, and other forms of cybercrime.
Peace of Mind in a Chaotic World: It’s visual contrast between the “prince’s” carefree beach backdrop and the chaotic office emphasizes the need for protection. Malwarebytes is presented as a way to restore a sense of order and security in a digital world that can feel increasingly unpredictable and dangerous.
O: Outcome
Freedom from Fear: Malwarebytes allows users to navigate the internet with confidence, free from the fear of scams, malware, and other cyber threats.
Focusing on What Matters: By providing a sense of security, Malwarebytes empowers businesses and individuals to focus on their goals and passions, without worrying about the risks of the digital world.
A Safer and More Trusted Internet: It ultimately conveys that by protecting users from cybercrime, Malwarebytes contributes to creating a safer and more trusted internet for everyone.
Overall
By using the relatable “Nigerian prince” trope, Malwarebytes’ B2B video ad successfully captures attention and highlights the vulnerabilities we’re faced with. It embodies a humor to position Malwarebytes as a trusted solution, providing peace of mind and protection in a complex and ever-evolving digital landscape.
