ClickUp | Monica BEFORE ClickUp vs AFTER ClickUp

We open on Monica, a marketing professional drowning in the “before ClickUp” world. She sits at her desk as a storm of notifications, video calls, and overlapping colleague requests swarm her. Floating apps and voices bombard her from every direction. The stress builds until she can barely keep up. Then, the ad cuts to the “after ClickUp” moment. The chaos disappears. The tone shifts to calm and upbeat. Monica now manages her project inside the clean ClickUp interface—tasks get done, her stress is gone, and her team praises her on an organized video call. She’s no longer overwhelmed. She’s a rockstar and a queen.

The Formula (That Works at Any Budget)

Painful truth = Work communication is chaos
Emails, chats, and endless notifications leave teams scattered and stressed. The ad makes that invisible stress painfully real.
→ Lesson: Show the messy reality before you reveal your solution.

Visualized chaos = Notifications as physical attacks
The storm of flying calls and icons isn’t just visual clutter—it’s a physical assault. The overload becomes tangible, almost suffocating.
→ Lesson: Turn abstract frustrations into exaggerated, visual metaphors.

Single payoff = From stressed-out to celebrated
The big reward isn’t just an organized project. It’s professional recognition—colleagues cheering Monica for being efficient and in control.
→ Lesson: Sell the feeling your product creates, not just the features.

Humor Breakdown

The comedy comes from exaggeration. The constant interruptions of modern work are amplified into a nightmare-level sensory overload. It’s funny because it’s so real—everyone knows what it feels like to be pulled in a dozen directions at once.
→ Lesson: Take a universal frustration and crank it up until it’s absurd but relatable.

Final Verdict

ClickUp nails the “before and after” story. By turning scattered communication into a chaotic swarm, the ad makes the pain point impossible to ignore. The calm, organized payoff shows more than productivity—it shows professional success and confidence. In less than 35 seconds, ClickUp makes its case: one app, total control, and recognition for the people who make it happen.

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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