A knight in full armor stomps through a modern office. He struggles to type on a keyboard with his gauntlets, growing more frustrated by the second. His coworker mutters, “Not again,” as the knight erupts in rage, screaming in archaic English before drawing his sword and smashing his computer monitor. The screen cuts to the tagline: “Don’t use medieval solutions for modern problems.” Asana positions itself as the modern alternative.
The Formula (That Works at Any Budget)
Painful truth = Outdated tools are clumsy and inefficient.
Instead of showing messy spreadsheets or endless email threads, the ad personifies bad workflows as a medieval knight—slow, destructive, and comically out of place.
→ Lesson: Personify abstract business problems so they’re instantly visual and relatable.
Anachronism = A knight in a modern office.
The absurd clash between ancient armor and a sleek office highlights how ridiculous outdated solutions look today.
→ Lesson: Use anachronism to expose how obsolete methods feel in a modern context.
Single punchline = “Don’t use medieval solutions for modern problems.”
The sketch builds toward this one line. The tagline ties the surreal metaphor back to the brand’s promise of modern, efficient workflows.
→ Lesson: Anchor your creative in a single, clear metaphor and let your tagline be the key that unlocks it.
Humor Breakdown
The humor is pure slapstick and surrealism: a mighty warrior undone by a keyboard. Watching him flail, scream, and ultimately destroy his computer is funny because it exaggerates a feeling we all know—tech-induced rage. The over-the-top meltdown transforms a universal frustration into a visual joke that sticks.
→ Lesson: Take a small, common pain point and exaggerate it into physical comedy for maximum memorability.
Final Verdict
Asana nails this ad by turning workflow frustration into a cinematic gag. With zero jargon and no product screenshots until the end, the message lands instantly: the old way of working is outdated and destructive. It’s funny, bold, and a brilliant example of how to make B2B advertising feel high-concept and memorable.
BRAVE-o-meter Score:
B-8 | R-8 | A-9 | V-8 | E-7
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: Asana.com
LinkedIn: Asana on LinkedIn
