A “Problemotional” Review of 2023’s Best B2B Video Ads: Postman
This Postman video ad feels like a breath of fresh air. It skips the typical B2B jargon and takes us on a journey with a developer working remotely – and it’s not your usual, sterile office setting. We’re treated to a beachside view, a vibrant color palette, and a surprising twist involving ping pong and robots.
Let’s break down the gold behind this B2B ad using the PESO model:
P: Problem
Remote Work Struggles: The ad starts by showing a developer working remotely, showcasing the challenges that can come with being physically separated from a team. The initial scene is quiet, even lonely, which suggests a disconnect.
A Disconnect in Development: The video hints at the difficulties in communication and collaboration when teams are spread across different locations. The initial scene emphasizes distance and isolation, a problem familiar to remote teams.
Siloed Workflows: The developer’s initial focused work suggests a solo approach to problem-solving – perhaps indicative of a team lacking efficient communication and collaboration. The ad sets the stage for the potential problems of remote work, with implied inefficiencies and limited communication.
E: Emotion
The Allure of Remote Work: The video uses the beautiful beach scene to evoke a sense of relaxation and freedom often associated with remote work. It sets the stage for a positive experience and taps into the desire for flexibility many professionals have.
Intrigue and Humor: The ad incorporates the surprise element of a ping pong table and robotic player. This unexpected visual creates a sense of fun and intrigue, drawing the viewer into the story.
Warm Collaboration: The video uses a cheerful and friendly tone in the video call between the developers. This warmth highlights the positive aspects of collaboration and teamwork, even from a distance.
S: Solution
A Remote Collaboration Tool: The ad showcases Postman as a key to bridging the gap between remote team members. The developer uses Postman during the video call, demonstrating how the tool facilitates communication and collaboration.
Breaking Down Development Silos: It shows how Postman is the tool for team communication and knowledge sharing. This helps demonstrate that it’s not just a solitary developer tool – it’s meant to be used by a team.
A Visual Representation of API Teamwork: Postman is shown visually as a tool for testing, managing, and integrating APIs. This is key for showcasing its technical capabilities in a visual and accessible way.
O: Outcome
Bringing Teams Together: The ad implies that Postman helps remote teams work together seamlessly. This is demonstrated by the shared work on the API project, showcasing the collaboration facilitated by the tool.
A More Productive and Enjoyable Workflow: The ping pong game is a metaphor for how Postman can make remote collaboration more dynamic and fun. It highlights the potential for positive outcomes and a more enjoyable work experience.
Unlocking the Potential of Remote Work: The ad suggests that Postman helps developers and teams fully leverage the benefits of remote work – collaboration, flexibility, and a better work-life balance. The happy faces and successful ping pong game are a visual representation of the positive impact the tool can have on remote teams.
Overall
Postman decided to leverage a visually appealing approach to connect with developers on an emotional level, highlighting the struggles and triumphs of remote collaboration. The use of humor, creative visuals, and a compelling storyline make this a memorable and impactful B2B video ad.
Not only do they shows us how a well-crafted video can showcase the value of a technical product in a fun and relatable way, but they simultaneously demonstrate how they can help developers play (and work) better, even when they’re miles apart.
