ZOOM | I USE ZOOM

A stern IT manager stands in a grey, dystopian office. He delivers a speech about a mandatory meeting platform. It forces clients to download “weird apps.” He insists this is the way things must be. Then an employee stands on his desk and shouts, “I use Zoom!” Others join him. They call out features like Zoom AI Companion and Zoom Contact Center. The rebellion grows louder. Soon, the movement spreads beyond the office. A barista uses Zoom. A paramedic relies on it for real-time translation.

Meanwhile, the manager yells that technology “should confuse us, not help us.” The screen cuts to the message: “Be part of the movement. Zoom ahead.”

The Formula (That Works at Any Budget)

This ad uses conflict and momentum. It turns software preference into a revolution.

The Relatable Villain = The friction-loving IT manager
He represents bad UX and forced tools. He wants software to be difficult.
→ Lesson: Turn your competitor into the symbol of frustration.

The People’s Choice = Bottom-up adoption
Employees choose Zoom on their own. They are not forced.
→ Lesson: Show that users want your product. That makes adoption feel organic.

Versatility Montage = Office to frontline
The story moves from a corporate office to a coffee shop to an ambulance.
→ Lesson: Show your product working in different environments to prove reliability and scale.

Humor Breakdown

The humor is dramatic and exaggerated. The desk-standing scene parodies classic rebellion moments. The line “Technology should confuse us” feels absurd but familiar. It works because many viewers have felt that frustration.

→ Lesson: Say the quiet part out loud. Exaggeration makes the truth funnier.

Final Verdict

Zoom positions itself as the tool people actually want. Instead of focusing only on meetings, the ad frames Zoom as a broader work platform. By turning software into a movement, the brand makes usability feel powerful and inevitable.

BRAVE-o-Meter Score

B: 8 | R: 8 | A: 7 | V: 8 | E: 8
BRAVE – 7.8 / 10

Watch the full ad & learn more:
Website: Zoom.us
LinkedIn: Zoom 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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