B2B Video Library

Santander UK | Seen on TV | CCB | Connections

Santander UK’s ad “Seen on TV” humorously brings attention to the way financial services are often portrayed in media, and contrasts that with the real-world value they provide. The ad emphasizes the bank’s role in offering practical solutions for everyday life, while poking fun at the often over-the-top portrayals of financial products in advertisements.

The Formula (That Works at Any Budget):

Satirical Humor = Instant Engagement – The ad mocks the dramatic, high-stakes approach of many financial service ads by using a more relatable, laid-back tone. It breaks the mold of traditional financial advertising, which helps it grab attention. → Lesson: Use humor and satire to subvert expectations and connect with your audience in a more relatable way.

Relatable Characters = Strong Connection – The ad features characters who are just like the average person, making it easy for viewers to connect with them. This creates an immediate bond, reinforcing the practical value of Santander’s services. → Lesson: Relatable characters help your audience see themselves in the story, making your message more impactful.

Clever Contrast = Clear Messaging – By contrasting the over-the-top portrayal of financial services with the down-to-earth reality of Santander’s offerings, the ad highlights the practical benefits of choosing Santander without overcomplicating things. → Lesson: Contrast is a powerful tool to communicate the value of your product in a clear, engaging way.

Humor Breakdown:

The humor in this ad is playful and satirical. It pokes fun at how financial services are often exaggerated in advertisements, offering a refreshing contrast by showing how Santander provides practical, everyday solutions. This approach makes the ad lighthearted and relatable, while still emphasizing the brand’s reliability.

Final Verdict:

Santander UK’s “Seen on TV” ad effectively uses humor to subvert traditional financial advertising tropes, making it a memorable and engaging way to highlight the real-world value of their services. By combining satire with relatability, the ad succeeds in presenting a down-to-earth image for the bank.

Brave-o-meter score: 

B-7 | R-8 | A-7 | V-6 | E-8

BRAVE – 7.2/10

Watch the full ad & learn more:
 Website: Santander UK
 LinkedIn: Santander UK LinkedIn Page

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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