A “Problemotional” Review of 2023’s Best B2B Video Ads: MNTN
Mountain.com’s (MNTN) decided to take a little darker, but thought-provoking approach to their B2B video ad. And let’s be honest, a video ad with the wit and charm of the famous actor, Ryan Reynolds, never ceases to make us laugh – he sure knows how to light a fire (and a marketing campaign).
Using the PESO framework, let’s take a look at why this video ad is B2B gold:
P: Problem
The “Burning” Marketing Issue: The video opens with a burning dumpster (oh, the drama), which is a pretty clever way to show how marketing strategies can sometimes backfire. It’s a reminder that sometimes, the old ways of doing things just don’t work, and you need a new approach.
The Need for a “Smarter” Strategy: They convey the idea that businesses need a more sophisticated and data-driven approach to their marketing efforts. You can’t just “throw stuff at the wall and see what sticks” anymore.
The Danger of Random Marketing: They suggests that if you’re not using the right data and insights, your marketing can end up going up in flames.
E: Emotion
Humor and Suspense: The blend of humor, suspense, and the charm and wittiness of Ryan Reynolds keeps you watching. It’s funny to see him standing in front of a burning dumpster, but it also creates a sense of urgency. The added line of him being an “occasional social media troll” embodies his comedic gold.
Relatable Frustration: They tap into that feeling of frustration that we all have when our marketing doesn’t seem to be working.
The “A-ha!” Moment: The ad highlights the “aha” moment when you realize that there is a better way to do things, and it’s about leveraging the power of data.
S: Solution
The Power of Performance TV: It presents Mountain.com as the solution for businesses that want to make their marketing more effective.
Data-Driven Decisions: They showcase how they can help businesses optimize their advertising campaigns using data, allowing them to reach the right audiences and drive better results.
Transforming Advertising: Mountain.com advocates how they’re changing the way we think about advertising, making it more targeted and effective.
O: Outcome
A More Powerful Marketing Strategy: It suggests that by using Mountain.com, businesses can achieve a higher view rate and get a better return on their investment.
A More Data-Driven Approach: The ad implies that Mountain.com empowers businesses to make smarter decisions about their marketing, enabling them to reach their target audience and grow their business.
A Sense of Confidence and Control: They instil feelings of confidence in their viewers that they can help them improve their marketing strategies and achieve better results.
Overall
They create this sense of danger and intrigue to amplify the importance of data-driven marketing. Ryan Reynolds, with his trademark wit and charm, is a great choice for a B2B video ad. Mountain.com corporate video ad shows us that even the world of serious business, a little bit of fun can go a long way.
