Atlassian | Jira Service Management

A calm man sits in a coffee shop. He tells a colleague how well his teams work with Jira Service Management.

His colleague arrives late, looking stressed. She has a pen stuck in her hair and suddenly gets a nosebleed. Outside, her angry team protests. They throw paintballs and hold signs asking for faster approvals. She puts on a helmet and runs from the mob.

The Formula (That Works at Any Budget)

Painful truth: Dev and Ops teams are stuck in constant conflict.
The ad shows the frustration caused by “Bad Service Management.” Teams are delayed and angry. The process breaks down.
→ Lesson: Show your customers’ biggest pain point as a clear problem they recognize.

Personification: Calm Jira user vs. chaotic non-user.
The calm man uses Jira. The frantic woman does not. Their moods reflect their teams’ success or failure.
→ Lesson: Contrast “before and after” using relatable characters.

Single punchline: “Tired of fighting Bad Service Management?”
The ad gives the problem a name: BSM. Jira is the solution. The URL “endBSMnow.com” sticks in your mind.
→ Lesson: Name the problem simply and make your product the obvious fix.

Humor Breakdown

The humor builds slowly. It starts with normal office stress. Then it becomes absurd — nosebleeds, paintball fights, a full employee riot. The calm Jira user stays cool, acting as the straight man.
→ Lesson: Use physical comedy to make workplace frustrations vivid and funny.

Final Verdict

Atlassian turns a complex B2B issue into a simple, funny story. It shows how bad service management hurts teams. The ad uses humor to explain the pain without jargon. It’s memorable and makes a strong emotional case for Jira Service Management.

BRAVE-o-meter Score

B-7 | R-8 | A-8 | V-7 | E-8
BRAVE – 7.6/10

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