Workday | What’s left to Cut?

An office begins to physically “shrink” as it is progressively cut away.

Workspaces, equipment, and structure all disappear in stages.

The main character is eventually left in a tiny, broken-down space running outdated systems.

He triggers a reset.

The environment transforms into a modern, open workspace.

He now uses Workday to manage HR and finance in a scalable, digital setup.

The ad ends with: “Built for the future.”

The Formula (That Works at Any Budget)

Painful truth = The efficiency trap

Cost-cutting often shrinks businesses instead of helping them grow.

→ Lesson: Show competitors as focused on reduction, not progress.

Visual metaphor = Literal downsizing

The office physically collapses as everything is cut away.

→ Lesson: Make abstract business problems physically visible.

Single punchline = “Built for the future”

Workday represents growth, scale, and forward momentum.

→ Lesson: Position your product as the shift from survival to expansion.

Humor Breakdown

The humor comes from contrast.

A professional calmly works while his entire environment disappears around him.

→ Lesson: Physical exaggeration makes corporate pain instantly understandable.

Final Verdict

Workday turns HR software into a transformation story.

It contrasts shrinking systems with scalable growth.

Clear message:
cutting costs alone is not enough — you need to build forward.

BRAVE-o-meter Score

B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10

Watch the full ad & learn more:

Website: https://www.workday.com
LinkedIn: Workday 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.

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