Perk | Less This More That: The CFO’s Revelation

A CFO named Tom is scrambling to prepare final numbers for a board report. His screen fills with chaos: spreadsheets labeled Final, Final_v2, and Final_FINAL, alongside frantic chat messages debating mismatched totals and duplicate expenses. The pressure escalates as more notifications pile up.

In parallel, another CFO, Joy, receives the same request. Instead of panic, she opens TravelPerk’s clean, real-time reporting dashboard, sends the data instantly, and remains completely calm.

The Formula (That Works at Any Budget)

Visualizing Digital Clutter = Pain Points
The ad turns invisible stress into something visible. Pop-ups, alerts, and chat messages physically overwhelm the screen, mirroring the mental overload of fragmented financial data.

→ Lesson: Make abstract digital stress visible so the pain is instantly felt, not explained.

The Side-by-Side Comparison = Instant Clarity
By placing Tom’s chaos next to Joy’s calm, the ad communicates TravelPerk’s value without technical jargon or feature lists.

→ Lesson: Show the “before” and “after” at the same time to let the product sell itself.

The “Final_FINAL” Trope = Relatability
Multiple spreadsheet versions are a universal office nightmare. Using this meme-like detail creates instant recognition and trust.

→ Lesson: Lean into shared workplace experiences to bond with your audience immediately.

Humor Breakdown

The humor is driven by relatable panic. Watching Tom drown in “final” versions while a colleague casually asks about including a Vegas trip captures the absurdity of real-world reporting. The joke lands because it’s painfully familiar.

→ Lesson: Exaggerate everyday frustrations to make simplicity feel like a luxury.

Final Verdict

TravelPerk smartly reframes itself from a travel tool into a financial control platform. By focusing on data chaos rather than bookings, the ad speaks directly to CFO anxiety and delivers a clear emotional payoff: confidence. It’s fast, visual, and sharply targeted at decision-makers.

BRAVE-o-meter Score: 

B: 7 | R: 9 | A: 7 | V: 7 | E: 8
BRAVE — 7.6 / 10

Watch the full ad & learn more

Website: TravelPerk
LinkedIn: TravelPerk 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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