Kinsta | Built For Speed

A woman celebrates how fast her company’s website has suddenly become. When a colleague asks what changed, she says, “We switched to Kinsta.” The colleague immediately launches into a rapid, overwhelming stream of technical jargon — edge caching, Cloudflare layers, global data centers. The first woman just blinks, smiles, and says, “I understood none of that, but I love all of it.”

The Formula (That Works at Any Budget)

Painful truth = Overwhelming tech jargon
The ad highlights something everyone in tech knows: hosting talk gets complicated fast. Most people don’t want to decode terminology — they just want a faster site.
→ Lesson: Show the complexity, then show that customers don’t need to understand it to get results.

Character contrast = Expert vs. everyday user
One character speaks in full technical detail. The other speaks in simple outcomes: “It works, I’m happy.” This lets the ad speak to two audiences at the same time.
→ Lesson: Use contrasting characters to prove that your product appeals to both experts and non-experts.

Single punchline = “I understood none of that, but I love all of it.”
This line captures the entire brand promise. The power is there, but customers don’t need to speak the language.
→ Lesson: Let the emotional payoff be the message.

Humor Breakdown

The comedy comes from a familiar workplace moment: one person explaining something far too technical, while the other nods politely and tries to keep up. The deadpan delivery and the overwhelming jargon make the contrast fun and relatable. It reminds the viewer that the product’s value isn’t in the explanation — it’s in the experience.

→ Lesson: Use everyday workplace humor to make a complex product feel friendly and simple.

Final Verdict

Kinsta turns a highly technical category into a simple, human story. Instead of drowning viewers in specs, it embraces the idea that great hosting should “just work.” The ad speaks to experts without alienating regular users — a rare balance for a hosting company.

BRAVE-o-Meter Score:
B: 7 | R: 9 | A: 7 | V: 8 | E: 8
BRAVE – 7.8/10

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