The video opens with surreal visuals—melting hot sauce bottles, a toaster with popping toast, and gooey clocks—paired with phrases like “My spicy brief” and “Your hot idea.” It then cuts to a Dropbox Paper screen showing a “Melty Moodboard” filled with abstract images and a task list titled “Final Taco Install.” Items like “Get that permit” and “Book most delicious taco truck” are checked off by tagged collaborators. The ad ends with a giant melting taco sculpture on the street and the phrase “Create together” as people interact with the sculpture. The Dropbox Paper logo appears to close.
The Formula (That Works at Any Budget)
Abstract pain point = Ideas are messy at the start
The ad skips traditional problems and dives into the chaos of creative brainstorming. Early ideas are weird, melty, and hard to explain.
→ Lesson: Capture the emotional truth of your customer’s workflow—even if the “problem” is abstract.
Visual metaphor = Melting = the creative process
The surreal visuals of melting objects reflect the early, unshaped phase of creativity. It’s a metaphor that makes a moodboard feel alive.
→ Lesson: Strong visual metaphors can make abstract workflows feel concrete and relatable.
Process and payoff = From weird idea to real-world install
We see the idea develop inside Dropbox Paper, then come to life as a real-world taco sculpture. The full journey from concept to execution is shown.
→ Lesson: Don’t just promise results—show the entire process, especially when collaboration is key.
Humor Breakdown
This ad uses visual absurdity instead of jokes. A melting cactus or a giant street taco isn’t laugh-out-loud funny—but it’s weird and memorable. That makes the creative process feel lighter and more playful.
→ Lesson: Surreal visuals can deliver low-stakes humor that still keeps your product at the center.
Final Verdict
Dropbox Paper nails the creative vibe. The ad doesn’t list features—it shows how the product supports chaotic, collaborative, big-idea energy. It’s bold, unusual, and clearly made for creative teams. The surreal tone, matched with a concrete payoff, makes this ad a standout example of creative SaaS storytelling.
BRAVE-o-meter
B-8 | R-7 | A-9 | V-8 | E-7
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: Dropbox Paper
LinkedIn: Dropbox on LinkedIn
