A group of IT professionals sits around a basement table playing Dungeons & Dragons while describing a terrifying “monster” attacking their systems. The monster is eventually revealed to be the WannaCry ransomware virus.
The ad quickly transforms into a full parody of Stranger Things. A skeptical sheriff investigates strange events. Christmas lights flicker across a wall spelling out “Legacy Backup Renewal.” A bearded IT worker dressed like Eleven appears in a pink dress holding waffles.
The parody escalates into dramatic action scenes, including kids racing bikes through the night while being chased by a “Smart File” van. The commercial ends with the title card “Backup Things” in the iconic neon style, positioning Rubrik as the solution to mysterious data disasters.
The Formula (That Works at Any Budget)
Painful truth = Data loss feels like a horror movie
The ad captures the panic IT teams experience during ransomware attacks or backup failures by turning them into a literal sci-fi thriller.
→ Lesson: Use genre storytelling to make technical stakes feel emotional and urgent.
Cultural parody = Borrowing from pop culture
Instead of making a standard enterprise ad, Rubrik recreates the look, tone, and structure of a globally recognized TV show.
→ Lesson: Referencing familiar cultural moments can make technical brands feel more relatable and memorable.
Single punchline = “Backup Things”
The parody title instantly connects the entertainment reference to Rubrik’s product category.
→ Lesson: A strong naming hook can carry the entire creative concept.
Humor Breakdown
The humor comes from the total commitment to the parody.
Everything is treated with cinematic seriousness, even when the visuals become ridiculous. Seeing enterprise IT workers dramatically reenact scenes from Stranger Things—especially the fake Eleven character—creates a perfect contrast between corporate tech culture and blockbuster sci-fi drama.
The Dungeons & Dragons framing also makes the characters feel authentic to the technical audience Rubrik wants to reach.
→ Lesson: Fully committing to a ridiculous concept makes the comedy stronger and the brand more memorable.
Final Verdict
Rubrik succeeds because it refuses to look or sound like a traditional infrastructure company.
By combining ransomware anxiety with nostalgic pop culture, the ad transforms backup software into something entertaining, recognizable, and emotionally engaging.
It’s bold, highly produced, and perfectly targeted at a tech audience that grew up with both sci-fi and server rooms.
BRAVE-o-meter Score:
B-9 | R-8 | A-9 | V-9 | E-8
BRAVE – 8.6/10
Watch the full ad & learn more:
Website: Rubrik.com
LinkedIn: Rubrik on LinkedIn
