Two cowboys sit by a campfire. One uses a laptop to quickly run reports with HubSpot CRM. The other, Devo, struggles with a huge, steam-powered espresso machine. While the laptop cowboy finds a new café lead in minutes, Devo is still trying to make a “flat white.” When he hears they might buy a café in the next town, he gives up on the machine and joins the mission.
The Formula (That Works at Any Budget)
Painful Truth = Complicated tools slow teams down
The ad shows how complex tools can waste time. Even powerful software is useless if no one can figure it out.
→ Lesson: Prove your product’s value by showing how others fail at the same job.
Anachronistic Metaphor = Coffee machine = clunky software
A barista machine in the Wild West is a great stand-in for modern tools that are too hard to use. It’s ridiculous, but instantly clear.
→ Lesson: Use an exaggerated object to represent a real software pain point.
From Problem to Outcome = Simplicity leads to results
The laptop cowboy finishes his job in seconds. He uses HubSpot to find a lead and move the business forward—while the other cowboy is stuck.
→ Lesson: Show how ease-of-use translates into real action and growth.
Humor Breakdown
The humor lands through contrast. A cowboy fighting a hipster espresso machine is funny. But the best jokes are in the dialogue. He wants a “flat white” in the Old West. He’s thrilled that a café “does latte art.” The ad blends startup lingo with Western tropes in a fresh, clever way.
→ Lesson: Place modern problems in the wrong era to create smart, character-driven comedy.
Final Verdict
This ad nails the “easy-to-use” message. It turns a classic SaaS pain point—bad UX—into a physical, visual joke. The barista machine is absurd but instantly relatable. HubSpot proves that simplicity isn’t boring—it’s what powers real growth.
BRAVE-o-meter Score
B-7 | R-9 | A-8 | V-7 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: https://hubspot.com
LinkedIn: HubSpot on LinkedIn
