SAP Concur | Hair Cut

A small business manager calmly explains why efficiency matters. To save time, she cuts her own hair while mining cryptocurrency on a server rack and playing a game of chess against herself.

She casually mentions that SAP Concur handles all her business finances, keeping expenses and invoices under control without slowing her down.

The ad ends with her winning her own chess match and confidently saying, “Checkmate.”

The Formula (That Works at Any Budget)

The “Efficiency” Extreme = Hyper-Relatable Overload
The ad takes a familiar reality for small business owners — doing everything yourself — and pushes it to a surreal extreme.

→ Lesson: Exaggerate a real behavior your audience already lives with to create instant relatability.

Visual Stunt = Multitasking at Scale
Cutting hair, mining crypto, and playing chess at the same time creates a single, unforgettable visual. It immediately communicates chaos, ambition, and overload.

→ Lesson: One strong visual can explain your customer’s world faster than a long explanation.

Product as the Calm in the Storm
While everything else in her life is intense and chaotic, SAP Concur is simple and under control. It works quietly in the background.

→ Lesson: Position your product as the organized system inside an otherwise messy workflow.

Humor Breakdown

The humor comes from absurdity and hustle-culture satire. The manager’s deadpan delivery turns her into a comedic “super-manager” who has taken productivity too far.

The joke works because it exaggerates something that already feels true for many business owners.

→ Lesson: Satirizing modern work culture keeps B2B humor sharp and relevant.

Final Verdict

SAP Concur speaks directly to time-starved small business owners. Instead of promising transformation, it promises relief.

The ad is fast, visually memorable, and clear. Finance management doesn’t compete for attention — it simply works in the background.

BRAVE-o-meter Score:

B: 8 | R: 8 | A: 7 | V: 8 | E: 8
BRAVE — 7.8 / 10

Watch the full ad & learn more

Website: SAP Concur
LinkedIn: SAP Concur 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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