Amazon Business | The Castle of the Cat

In feudal Japan, a massive construction project is falling apart. Workers strain with primitive tools, ropes snap, and panic spreads across the site. The foreman rushes to the Shogun to report that they are behind schedule.

The Shogun, calm and composed with his pet cat in his arms, pulls out a smartphone. Quoting the proverb “I’d even take help from a cat,” he literally uses the cat’s paw to order supplies from Amazon Business. Moments later, delivery ninjas arrive with modern power tools, rescuing the project and ensuring the completion of a magnificent cat-shaped castle.

The Formula (That Works at Any Budget)

Painful truth = Procurement delays derail projects
Snapped ropes and broken tools capture the frustration of falling behind because the right supplies aren’t available.
→ Lesson: Show how small supply problems can feel catastrophic when scaled up.

Historical analogy = Castle building as business building
By reframing procurement within the grandeur of a samurai epic, the ad turns a mundane B2B task into something legendary.
→ Lesson: Use epic storytelling to elevate ordinary business processes.

Single punchline = “I’d even take help from a cat.”
The visual of a cat paw placing the order delivers the perfect comedic payoff while showing how easy Amazon Business is to use.
→ Lesson: Take a familiar saying and bring it to life in an unexpected, literal way.

Humor Breakdown

The comedy comes from a sharp clash of contexts. Everything is staged with cinematic seriousness—samurai workers, a stoic Shogun, high-stakes drama—only for the Shogun to casually use his cat’s paw on a smartphone. The absurdity escalates with Amazon ninjas rushing in with chainsaws and drills. By treating the ridiculous premise with total seriousness, the ad makes the joke land even harder.

Final Verdict

Amazon Business transforms a simple feature—fast, reliable procurement—into a samurai epic. By committing to a single, brilliant joke, it turns a mundane business task into something unforgettable. Funny, cinematic, and strategically sharp, this ad proves that even the driest B2B benefit can feel legendary.

BRAVE-o-meter Score

B-9 | R-9 | A-9 | V-9 | E-9

BRAVE – 9.0/10

Watch the full ad & learn more:
Website: Amazon Business Official Site
LinkedIn: Amazon Business on LinkedIn

(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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