A “Problemotional” Review of 2023’s Best B2B Video Ads: Ping Identity
Ping Identity takes a familiar B2B challenge – password issues – in their video ad and turns it into a lighthearted spy-thriller, cleverly incorporating the presence of Terry Crews to add a memorable touch.
With the PESO framework, let’s dive deeper into this B2B video ad:
P: Problem
The Forgotten Password Frustration: The video opens with a man struggling to remember his bank password. This relatable scene immediately captures the attention of anyone who’s ever experienced the frustration of locked-out accounts and forgotten credentials.
Security Concerns: It emphasizes the need for secure access. The scene shifts to a security control center, suggesting the importance of protecting sensitive information and ensuring safe and reliable access to accounts and data.
The Impact of Access Issues: They uses the scenes of the security team working diligently to solve the password issue to highlight the consequences of access problems. It suggests that security breaches and forgotten passwords can lead to disruptions, lost productivity, and compromised data.
E: Emotion
Humor in the Face of Security: It uses humor to make the problem relatable. The scenes of the man struggling with his password and the over-the-top reactions of the security team create a playful atmosphere, making a serious topic feel engaging and memorable.
A Shared Experience: The ad taps into a common experience for everyone. The scene of the man forgetting his password resonates with anyone who’s ever faced the frustration of lost credentials.
The Desire for Seamless Access: The ad’s dramatic music and intense visuals create a sense of urgency and the need for a solution. The scenes of the security team working quickly to resolve the problem suggest a longing for seamless and frustration-free access to accounts and data.
S: Solution
The Secure Access Solution: Ping Identity is presented as a solution that can provide secure and seamless access for users. The scene of the security team working successfully to recover the password showcases Ping Identity’s ability to solve access challenges and provide a secure experience for users.
A Secure and Personalized Experience: It highlights Ping Identity’s ability to create a secure and personalized experience. The scene of the man successfully logging into his account, with the tagline “Experience a Better Experience,” suggests that Ping Identity can help companies provide users with a positive and secure experience.
A Trusted Partner: Terry Crews presence allows to build trust and credibility. The iconic actor’s association with the ad adds a sense of legitimacy and reassurance, suggesting that Ping Identity is a brand that can be trusted to secure sensitive information.
O: Outcome
A Secure and Hassle-Free Experience: It suggests that Ping Identity can help companies provide a more secure and hassle-free experience for their users. The scene of the man successfully logging into his account showcases the positive outcome of using Ping Identity.
Enhanced Productivity: Ping Identity can improve productivity by eliminating the frustration of forgotten passwords. The scene of the man accessing his account quickly and easily suggests that Ping Identity can help users save time and focus on their work.
A Safer and More Secure Future: The ad ends with a message of confidence and security. The scenes of the security team working successfully to solve the password issue and the tagline “Experience a Better Experience” reinforce the idea that Ping Identity can help companies build a more secure and reliable digital environment for their users.
Overall
This Ping Identity made a stellar choice in featuring a celebrity like Terry Crews, as he adds a significant layer of appeal and recognition to the ad. His presence adds a sense of humor and energy, making the ad more memorable and impactful.
This ad demonstrates the power of B2B video marketing to leverage unexpected approaches, a sense of humor, and recognizable personalities to make a lasting impression and create an emotional connection with viewers.
