An optometrist is in her shop, managing state tax registrations on Gusto. She looks focused but stressed. Then, a more stylish, confident version of herself appears and says:
“I’m you, but with more Gusto.”
The future self explains that because Gusto made payroll and benefits effortless, they were able to expand and open a second location in New Jersey.
A customer, confused by the identical optometrists, asks:
“Am I seeing double?”
The future self grins and says, “We’re a business with teams in two states.” When the customer jokes that he must need stronger glasses, she magically pulls a new pair from his pocket—an unexpected, funny twist that ends the ad perfectly.
The Formula (That Works at Any Budget)
Painful truth = Expanding your business can feel impossible.
The ad speaks to a real fear for growing companies—dealing with payroll, compliance, and tax registration in multiple states. It reframes that anxiety as something manageable and even exciting.
→ Lesson: Find your customer’s biggest fear and show how your product turns it into progress.
Personification = Your confident future self as proof of growth.
The returning “More Gusto” character embodies what success looks like after expansion. She’s not a dream or fantasy—she’s the result of using the right tools to grow without chaos.
→ Lesson: Don’t just promise success. Show the version of your customer who’s already living it.
Setting-specific payoff = “Am I seeing double?”
The ad brilliantly uses its setting to drive the joke. The optometrist theme makes “seeing double” the perfect line—natural, clever, and directly tied to the idea of business duplication.
→ Lesson: Use your customer’s environment as part of the storytelling. When humor fits the setting, it feels sharp and authentic.
Humor Breakdown
The humor is quick, clean, and perfectly tied to the story. The “seeing double” line feels organic, not forced, and the final magic trick—producing new glasses from the customer’s pocket—adds a charming surprise.
It’s a perfect example of brand-aligned humor: light, clever, and rooted in the customer’s world. Gusto comes across as smart, approachable, and genuinely helpful.
→ Lesson: Let humor emerge naturally from your customer’s reality. It’s more memorable when it feels earned, not inserted.
Final Verdict
Gusto continues to shine with its “More Gusto” campaign. This spot takes a daunting business challenge—multi-state expansion—and turns it into something relatable and fun.
By grounding the concept in the world of optometry, the ad feels both specific and universal. It’s confident, smart, and effortlessly entertaining. Most importantly, it shows that Gusto doesn’t just simplify payroll—it empowers business owners to grow with ease.
BRAVE-o-meter Score
B: 8 | R: 9 | A: 8 | V: 9 | E: 9
BRAVE – 8.6/10
Watch the Full Ad & Learn More:
Website: Gusto.com
LinkedIn: Gusto on LinkedIn
