A businessman begins his day calmly at his desk. But as the voiceover talks about growth, his office slowly transforms into a chaotic jungle. The environment spirals out of control—plants burst through his laptop, oversized boxes drop from the sky, and he’s chased by exaggerated versions of customers and developers. He falls into a pit, buried under flying invoices, representing the stress of rapid, unmanageable business growth.
In the middle of the chaos, he uses his phone to send a voice command: “Hey Joule, adjust growth plan.” Instantly, the madness stops. The jungle clears, the noise fades, and he rises into a peaceful, sunlit space. The ad ends with the message: “Stay unstoppable with SAP Business Suite.”
The Formula (That Works at Any Budget)
Painful truth = Growth without control becomes chaos
This ad visualizes the dark side of business success—when rapid growth overwhelms systems, people, and processes.
→ Lesson: Highlight the emotional reality of scaling problems to connect deeply with decision-makers.
Metaphor = Business becomes a literal jungle
SAP turns business operations into a physical survival challenge. Instead of showing dashboards or graphs, it makes abstract stress feel real.
→ Lesson: Visual metaphors can turn invisible pain points into powerful stories.
Simple trigger = AI agent brings calm
With a single voice command, the problem is solved. No deep tech explanation needed—just a simple interaction with an AI agent.
→ Lesson: Show how easy your product is to use, and how big the payoff is.
Humor Breakdown
While the tone isn’t comedic, the ad leans into exaggerated chaos for emotional impact. The visual of being chased by wild customers or bombarded with invoices is surreal and slightly absurd—but relatable. It makes the stress feel extreme in a way that’s entertaining to watch.
→ Lesson: Even serious topics can benefit from stylized exaggeration to boost memorability.
Final Verdict
SAP delivers a strong, metaphor-driven ad that captures the anxiety of rapid business growth and positions its AI platform as the instant fix. By showing how one command can turn chaos into control, SAP demonstrates value, simplicity, and trust. It’s a creative way to visualize a technical solution—and it works.
BRAVE-o-meter Score
B-8 | R-9 | A-7 | V-8 | E-8
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: sap.com
LinkedIn: SAP on LinkedIn
