Anaplan, Inc. | Finance Analyst

A narrator contrasts two finance departments. First, we see “their” team.

They work late into the night in a dim office. Spreadsheets stack up. Coffee goes cold. The environment feels tense and reactive.

Then we meet “this” team, powered by Anaplan. The lighting is bright. The workspace is calm and organized.

When a senior manager approaches an analyst to request a reforecast, she smiles and replies that it is “already done.” The system has already spotted anomalies and generated narrative reports. The team connects the dots before problems even surface.

The ad ends with a small but telling moment. The analyst is so ahead of schedule that she has already ordered a Caesar salad before the lunch cart arrives.

The Formula (That Works at Any Budget)

Finance teams often operate under pressure. However, better intelligence can shift them from reactive reporting to proactive strategy. This ad visualizes that transformation clearly.

Painful truth = Manual finance is a slow grind
Late nights and spreadsheet consolidation create burnout. The dark office reinforces that fatigue.
→ Lesson: Show the emotional cost of outdated processes to increase contrast.

The “already done” reveal = Hyper-efficiency
The repeated punchline centers on readiness. Questions are answered before they are fully asked.
→ Lesson: Position your product as eliminating the lag between insight and action.

Predictive power = Connecting the dots early
Anaplan does more than manage data. It identifies patterns and surfaces risks in advance.
→ Lesson: Frame your platform as foresight rather than record-keeping.

Humor Breakdown

The humor is understated and aspirational. The analyst’s calm confidence contrasts sharply with the frantic alternative.

Even the pre-ordered lunch becomes a symbol of control. That micro-win reinforces the larger benefit.
→ Lesson: Use small lifestyle victories to demonstrate meaningful efficiency gains.

Final Verdict

Anaplan presents finance intelligence as a competitive advantage. Instead of chasing numbers, the team leads with insight.

By highlighting clarity, speed, and foresight, the ad makes advanced planning feel accessible and empowering. The result is polished, professional, and aligned with modern finance leadership.

BRAVE-o-Meter Score

B: 8 | R: 9 | A: 8 | V: 8 | E: 9
BRAVE – 8.4 / 10

Watch the full ad & learn more:
Website: Anaplan.com
LinkedIn: Anaplan 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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