ClickUp | David BEFORE ClickUp vs AFTER ClickUp

The spot opens on David, a developer focused on coding. The screen reads: “How it started (before ClickUp).” Suddenly, three colleagues rush in with conflicting demands: fix a critical bug, scope a new feature, and center a button on the homepage. The requests pile up fast. David’s stress mounts until he slumps over in defeat. Then the scene flips to “How it’s going (after ClickUp).” David calmly organizes tasks in the ClickUp interface. With a simple drag-and-drop, he completes his work. His colleagues, now calm, cheer him on as he smiles, finally in control.

The Formula (That Works at Any Budget)

Painful truth = Constant interruption kills productivity
The ad dramatizes a universal problem: endless context-switching. When every request feels urgent, real progress grinds to a halt.
→ Lesson: Focus on a daily pain point your audience instantly recognizes.

Transformation narrative = From chaos to calm
The contrast is sharp. The “before” shows stress, confusion, and burnout. The “after” shows calm focus, control, and recognition.
→ Lesson: Don’t just sell features—sell the emotional relief your product creates.

Simple question = “It could be better, right?”
Instead of a hard sell, the ad ends with a gentle prompt. It invites viewers to reflect on their own workflow struggles.
→ Lesson: End with a relatable hook that sparks self-reflection.

Humor Breakdown

The comedy comes from exaggeration. The flood of frantic colleagues is a cartoonishly fast version of a real workday. It’s funny because it’s true—every viewer has been David. The payoff of seeing him calm, smiling, and celebrated makes the joke satisfying.
→ Lesson: Exaggerate common frustrations until they’re absurd, then deliver a clear escape route.

Final Verdict

ClickUp distills a universal workplace struggle into a quick, relatable story. By leaning into the “before and after” meme, the ad makes the pain point visceral and the payoff undeniable. No jargon. No tech-speak. Just the simple promise of turning chaos into clarity—and giving workers the recognition they deserve.

BRAVE-o-meter Score:
B-8 | R-9 | A-9 | V-8 | E-9
BRAVE – 8.6/10

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