Cisco | Pep Talk

Ewan McGregor walks through a cinematic journey of human progress — from ancient pyramids to robotic dogs, 3D-printed organs, particle accelerators, and drones protecting wildlife.

He moves between advanced research labs and remote villages where connectivity enables clean water, healthcare, and financial access.

The message is simple: this moment in history is unprecedented, and Cisco is the secure connection that makes these breakthroughs possible.

The film closes with a clear, optimistic statement:
“There’s never been a better time.”

The Formula (That Works at Any Budget)

Painful Truth = Progress only happens when systems connect
Every breakthrough shown depends on fast, secure connectivity. Without it, innovation stalls.

→ Lesson: Position your product as essential infrastructure, not just a tool.

Macro Perspective = Human advancement
Cisco zooms far beyond enterprise IT. Its technology is placed alongside humanity’s greatest achievements — past, present, and future.

→ Lesson: Anchor your product to a larger human story.

Features Shown as Outcomes, Not Specs
No protocols. No diagrams. Just results: medical innovation, environmental protection, economic access.

→ Lesson: Show what your product enables, not how it works.

Emotional Payoff = Optimism over fear
The ad avoids threats, hacks, or downtime. It sells confidence in the future.

→ Lesson: In mature categories, optimism can outperform fear.

Humor Breakdown

The humor is subtle and human.
Ewan McGregor’s dry curiosity — questioning a particle accelerator or casually interacting with a robotic dog — keeps the tone approachable.

→ Lesson: A calm, curious guide makes complex technology feel human.

Final Verdict

Cisco delivers a strong example of aspirational B2B storytelling.
By framing networking as the bridge between human potential and real-world impact, the brand moves beyond hardware and into purpose.

The result is cinematic, confident, and emotionally grounded.

BRAVE-o-meter Score

B: 9 | R: 8 | A: 9 | V: 8 | E: 9
BRAVE — 8.6 / 10

Watch the full ad & learn more

Website: Cisco
LinkedIn: Cisco 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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