Hiver | Poor cross team collaboration

Detective Red Undant returns to solve another “customer service crime.” This time, the culprit is bad cross-team collaboration.

As he narrates, chaos erupts in the background: a frustrated customer wrestles a support agent for control of a binder, symbolizing siloed teams and lost communication.

The detective stays calm. He explains how Hiver integrates with tools like Asana and Salesforce, breaking down silos and making service simple. His final line seals it: “That’s a customer service crime!”

The Formula (That Works at Any Budget)

Painful truth = Silos hurt customers
Internal miscommunication quickly becomes a customer problem. The ad shows this literally, as a fight between a customer and an agent.

Genre parody = Film noir for office problems
By treating team silos like serious crimes, Hiver continues its detective-series theme. It makes boring workflow issues feel urgent and dramatic.

Single punchline = “That’s a customer service crime!”
The ad leads with its catchphrase. It’s bold, simple, and instantly frames the story.

Humor Breakdown

The comedy comes from contrast. Detective Red Undant delivers his lines with deadpan seriousness while a ridiculous binder tug-of-war rages behind him. Playing the chaos straight makes it even funnier.

Final Verdict

Hiver turns a dull pain point—siloed teams—into a cinematic parody. By extending the Detective Red Undant series, the brand builds a consistent creative world that keeps its ads memorable, funny, and unmistakably its own.

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: Hiver Official Site
LinkedIn: Hiver 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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