Asana | Where there’s Asana, there’s a way.

The ad uses a split-screen to compare the work lives of employees at home and in the office. On one side: kids climbing on their dad, a cat strolling across a laptop, and general home chaos. On the other: office noise, interruptions, and a messy, unproductive video call. The team is clearly misaligned. The manager then uses Asana to organize the project—creating clear tasks, timelines, and goals. Suddenly, the entire team becomes synchronized, productive, and calm, no matter where they’re working. They hit their target and share a quiet, satisfied celebration.

The Formula (That Works at Any Budget)

Painful Truth = Hybrid Work is Messy Everywhere
The ad validates the chaos of both work environments. Whether you work from home or the office, staying aligned is difficult—and everyone feels it.
→ Lesson: Address the real, everyday tension your audience lives with. Don’t pick sides—solve the universal problem.

Visual Juxtaposition = The Split-Screen Reality
The split-screen is the story itself. It visually represents the fragmented state of modern teams and how a single tool can bridge that divide.
→ Lesson: Use a clear visual metaphor to show the problem and your product as the unifying solution.

Single Punchline = “Where there’s Asana, there’s a way.”
The tagline lands because the whole ad builds toward it. After showing disorganization everywhere, Asana becomes the path through the chaos.
→ Lesson: Let your tagline feel like the logical conclusion, not a marketing add-on.

Humor Breakdown

The humor comes from small, relatable moments: the cat walking across the keyboard, the kids treating their dad like playground equipment, the chaotic video call. It’s not exaggerated—it’s real life, amplified just enough to spark recognition and a smile.
→ Lesson: Relatability is powerful. Use everyday frustrations your audience already laughs about.

Final Verdict

Asana captures the true reality of hybrid work—the messiness on both sides of the screen—and positions itself as the unifying force that brings order without judgment. It’s a clever, empathetic, and visually distinctive ad that sells a feeling: control in a world of constant distractions. The kicker? The quiet celebration at the end shows that when things finally work, the relief is its own reward.

BRAVE-o-Meter Score:
B: 8 | R: 9 | A: 7 | V: 8 | E: 9
BRAVE – 8.2/10

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