HubSpot | Increase Your Leads

A phone shows a “Lead Tracker” with zero qualified leads out of 85. A woman and her team stand stressed in a dark, ominous elevator. A voiceover says, “Marketing leads shouldn’t lead to a dead end.” The elevator clangs like a horror film. Suddenly, the scene shifts to a bright, modern office with HubSpot dashboards showing a thriving campaign and strong revenue. A happy colleague delivers the final testimonial.

The Formula (That Works at Any Budget)

Painful Truth = Bad marketing leads are a dead end
The ad turns the frustration of poor leads into a claustrophobic elevator ride from hell.
→ Lesson: Use physical metaphors to make abstract business failures tangible.

Genre Parody = Lead generation as a horror film
Dark lighting, tense faces, and eerie sounds create real dread around missing targets.
→ Lesson: Use film tropes to dramatize common business fears.

The Sharp Contrast = From terror to tranquility
Cutting from the dark elevator to a bright, successful office visualizes the emotional relief your product brings.
→ Lesson: Show not just the solution, but the improved mindset it creates.

Humor Breakdown

The humor is dark and cinematic. The terrified elevator faces exaggerate marketing anxiety to horror-movie levels, making the pain point relatable and funny.
→ Lesson: Amplify emotional stakes for comedic impact.

Final Verdict

HubSpot nails it again by turning a KPI into a mini thriller. This spot visualizes dread instead of just showing a bad chart. It’s sharp, stylish, and efficient—all in under 15 seconds.

BRAVE-o-meter Score

B-8 | R-8 | A-7 | V-7 | E-7
BRAVE – 7.4/10

Watch the full ad & learn more:
Website: https://www.hubspot.com
LinkedIn: HubSpot 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.

Share on social media

Related Videos

HubSpot | Scale Your Service

HubSpot | Close More Deals

Quickbook | Eggs

HubSpot CRM | 'Beans'

HubSpot CRM | 'Coffee'

Back to videos
Black Camel Agency mascot