Anaplan Inc | Decisions, Decisions

A charismatic host known as the “Business Genius” walks briskly through a busy office, outlining the high-stakes challenges modern businesses face. He warns that a single wrong decision can cause a “share price faceplant.”

As he moves, employees are shown using Anaplan to surface insights and make confident calls. The ad repeatedly undercuts its own bravado with self-aware moments, including a legal team clarifying they can’t claim to see the future and an employee who becomes slightly too relaxed thanks to the platform’s power.

The Formula (That Works at Any Budget)

Painful truth = One bad decision can destroy everything
The ad immediately taps into executive anxiety. In complex organizations, a single misstep can cascade into public failure. The “faceplant” metaphor turns abstract risk into something vivid and humiliating.
→ Lesson: Anchor your story in the fear of irreversible consequences, not abstract inefficiency.

Personification = The confident guide
The Business Genius functions as Anaplan in human form. He’s fast, informed, and unshaken by chaos, embodying the confidence leaders want when making high-pressure decisions.
→ Lesson: Turn your product into a character that models the emotional outcome your customer wants.

Single punchline = “Right decisions, right now.”
Every beat of the ad exists to justify this line. Speed matters. Confidence matters. Hesitation is framed as failure.
→ Lesson: Your tagline should directly answer the fear you introduce at the start.

Humor Breakdown

The humor is dry, fast, and self-aware. The slick walk-and-talk format is punctured by reality: the host trips, legal instantly shuts down exaggerated claims, and one employee lounges a bit too comfortably.

These moments keep the ad from feeling arrogant and make the confidence feel earned rather than inflated.
→ Lesson: Use self-aware humor as a pressure valve to build trust in serious B2B messaging.

Final Verdict

Anaplan makes enterprise planning feel urgent, human, and decisive. The ad doesn’t explain the platform in detail. Instead, it sells the emotional payoff: confidence under pressure.

By pairing speed with restraint, it avoids tech bravado and lands as credible, modern, and sharp.

BRAVE-o-meter Score

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

Watch the full ad & learn more
Website: Anaplan.com
LinkedIn: Anaplan 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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