Maersk | Don’t trust the numbers . Just another day in logistics

A woman in a boardroom proposes a plan built around a shipment arriving that week. Her manager, Merlin, shuts her down immediately, citing a gloomy 45% ocean reliability rate. A junior colleague mentions that Maersk recently announced a major reliability improvement. Merlin dismisses him with condescension. Moments later, another manager confirms the junior’s data is correct. Exposed, Merlin stumbles. Rather than admit he’s wrong, he grabs a marker and fills the whiteboard with a messy, nonsensical formula to save face.

The Formula (That Works at Any Budget)

Painful truth = Old data creates bad decisions
The ad captures a familiar frustration: leaders clinging to outdated stats and blocking good ideas.
→ Lesson: Highlight the internal friction your product removes—not just the external problem.

Personification = Resistance to change as Merlin
Merlin is the old guard: dismissive, stubborn, and wrong. He embodies the outdated mindset that Maersk is replacing.
→ Lesson: Put a face to the problem. People connect to characters more than abstract systems.

Absurdist demonstration = Overcomplication as denial
Instead of admitting the truth, Merlin fills the whiteboard with gibberish equations. A perfect metaphor for overcomplicating to defend the status quo.
→ Lesson: Use exaggerated visuals to show how ridiculous the old way really is.

Humor Breakdown

The humor is dry and subtle, built on awkward office politics. Merlin’s smug tone, the silence in the room, and his frantic scribbling all feel like a workplace sitcom. It’s funny because it’s painfully true to life.
→ Lesson: The closer humor is to real workplace behavior, the harder it lands.

Final Verdict

Maersk turns a dull subject—shipping reliability—into a sharp, character-driven comedy. By focusing on the people, not just the numbers, it makes improved reliability feel like a cultural shift. It’s clever, relatable, and proof that B2B logistics ads can be genuinely entertaining.

BRAVE-o-meter Score: 
B: 8 | R: 9 | A: 8 | V: 8 | E: 9
Final Score: 8.4/10

Watch the full ad & learn more:
Website: https://www.maersk.com
LinkedIn: https://www.linkedin.com/company/maersk

(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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