A “Problemotional” Review of 2023’s Best B2B Video Ads: Squarespace
Squarespace decided to take a bolder approach to stand out in their B2B advertising and their ad did just that – following a surprising, almost surreal visual style – it’s got a puppet, a monster, and even a space simulator.
Using the PESO framework, let’s break down what makes this video B2B gold:
P: Problem/Pain
The Limitless Possibilities (and the Fear of It): Their ad opens with the idea that anything is possible when you start your own business, but the scene then switches to a puppet, a creature with an enormous mouth, suggesting the potential for overwhelm and the fear of making that first step.
The “What If” Factor: It really dives into the fear of the unknown. Starting a business is exciting, but it can also be intimidating. The ad acknowledges that fear, but it also suggests that Squarespace can help entrepreneurs overcome those challenges.
The Need for the Right Tools: They emphasize that you need the right tools to bring your business idea to life. You can’t just rely on your own skills and vision—you need a platform that can help you make your dreams a reality.
E: Emotion
Humor and Creativity: It’s true comedy. The puppet, the monster, and the space simulator all create a visually engaging and entertaining experience. This helps to capture attention and make the ad more memorable.
A Sense of Excitement and Wonder: It creates a sense of possibility and excitement, suggesting that anything is possible when you use Squarespace.
Relatability: It creates these feelings of being inspired by big ideas, the challenge of starting a business, and the hope of achieving your goals.
S: Solution
Squarespace: Your Online Business Partner: They introduces themselves as a solution for entrepreneurs. They shows how they empower businesses to build a professional online presence and manage their operations effectively.
Easy to Use and Powerful: The ad highlights how Squarespace makes it easy to create a website, even if you have no prior experience.
The Power of “Sell Anything”: Squarespace’s tagline “Everything to Sell Anything” is a bold statement that suggests the wide range of options and possibilities that they can offer to businesses.
O: Outcome
Making Your Dreams a Reality: It shows a variety of businesses using Squarespace to launch and grow their ventures, demonstrating the platform’s ability to help entrepreneurs achieve their goals.
Confidence and Growth: The ad leaves viewers with the feeling that, with Squarespace, they can take their business ideas to the next level.
The Power of a Strong Online Presence: Squarespace amplifies the idea that they can help businesses build a strong online presence, attract more customers, and achieve greater success.
Overall:
This is a really fun and creative one, and it’s a good reminder that B2B video ads can be more than just boring presentations. Squarespace’s unique and entertaining approach not only enabled them to produce a stand-out ad, but ultimately be heard and be remembered by their audience.
