In Disconnected, Maersk turns a logistics problem into a cinematic thriller. The ad follows four characters caught in a world where global supply chains stop making sense. Systems don’t talk to each other. Teams operate in silos. And no one can get a straight answer. It’s a metaphor for the fragmented nature of modern logistics. And it ends with a simple message: Maersk brings everything back together.
The Formula (That Works at Any Budget)
Use Genre to Hook Viewers
This ad feels like a movie trailer. Quick cuts. High-stakes music. Unexplained chaos. By using the thriller genre, Maersk grabs attention fast.
→ Lesson: Turning a business problem into a dramatic story keeps viewers engaged.
Show the Problem Through Metaphor
None of the characters mention freight or shipping. Instead, we see the effects: confusion, breakdown, and disconnection. It’s a smart way to show what supply chain failure feels like.
→ Lesson: Metaphor can make complex B2B issues more emotional and easier to relate to.
Bring in the Brand as the Fix
At the end, one line of dialogue cuts through: “Maersk? Never heard of them.” That’s the cue. We shift from chaos to clarity. Maersk is shown as the company that brings logistics into sync.
→ Lesson: A simple shift in tone can highlight your brand as the turning point.
Humor Breakdown
There’s no humor here. Instead, it leans into drama and urgency. But the exaggeration adds a touch of satire. It’s not funny—but it’s clever.
→ Lesson: You don’t need jokes to be memorable. A serious tone can still be creative.
Final Verdict
Maersk’s Disconnected is a bold, creative move for B2B. By framing supply chain issues as a global thriller, it brings energy to a topic that’s often overlooked. The message is clear: in a disconnected world, Maersk is what brings it all together.
BRAVE-o-meter Score:
B-9 | R-9 | A-9 | V-9 | E-8
BRAVE – 8.8/10
Watch the full ad & learn more:
Website: Maersk
LinkedIn: Maersk on LinkedIn
