A “Problemotional” Review of 2023’s Best B2B Video Ads: Santander
Santander’s ad nails it: big dreams need strong connections. The Brooklyn Bridge steals the show, creating a sense of grand scale and ambition, while also emphasizing the value of those crucial personal connections.
Here’s a deeper dive into the fire behind their video ad using the PESO framework:
P: Problem/Pain
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The “Who You Know” Factor: The video starts with a scene of an older, experienced businessperson who is in a hurry to meet someone. This highlights a common theme in business—the understanding that success often relies on knowing the right people. The ad suggests that sometimes, those crucial connections can be hard to find and that can limit opportunities.
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The Need for Networks: Santander implies that building strong networks and connecting with the right people can be a vital aspect of business success.
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Missing Opportunities: The ad suggests that businesses may be missing out on opportunities by not having the right connections.
E: Emotion
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The Rush of Opportunity: They use a sense of urgency and excitement to create a feeling of ambition and drive. The fast-paced visuals and the music underscore the importance of making those vital connections in the business world.
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Visual Storytelling: The striking visuals of the city skyline and the Brooklyn Bridge, creates a sense of ambition and grandeur.
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Relatable Emotions: The ad dives into the emotions of wanting to achieve goals and make a difference, suggesting that with the right connections, anything is possible.
S: Solution
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Santander: Connecting You to Networks: It introduces Santander as a solution for businesses looking to build strong connections and networks.
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A Trusted Partner: The ad emphasizes Santander’s ability to connect businesses with the people they need to grow and succeed.
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Expanding Opportunities: The ad amplifies the idea that Santander can unlock opportunities and help businesses achieve their goals by providing access to a vast network.
O: Outcome
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Success and Growth: The ad shows the positive outcome of using Santander’s services. The older businessperson is able to make the connections he needs and achieve his goals, suggesting that the bank can help businesses unlock their full potential.
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More Connections and Opportunities: Santander emphasize the fact that they can open doors to more connections, opportunities, and greater success for businesses.
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The Power of Collaboration: The ad leaves viewers with the feeling that, with the right partners and the right connections, anything is possible.
Overall:
Santander’s ad shows how B2B video can really hit the mark with the “problemotional” approach. By weaving in a creative narrative, it drives home the importance of business networks in a memorable way. It’s a standout – making it one of the top B2B video ads of the year.
