SAP Concur | keeps you ahead of problems

A man wearing a black T-shirt with a warning icon represents the everyday “problems” of traditional expense management. He appears across offices and travel moments, quietly disrupting work. He scatters physical receipts with a fan, invades coworkers’ personal space to show disconnected systems, flips airport boards to “Cancelled,” and even steals a lobster tail from a business lunch to highlight compliance gaps.

Once SAP Concur’s AI-powered platform is introduced, the chaos stops. The Problem Man tries to interfere again but is blocked by an invisible digital barrier. An employee continues working calmly. The message is simple: problems aren’t fixed later — they’re prevented upfront.

The Formula (That Works at Any Budget)

Personification = Problems as a Pest
Instead of listing software failures, the ad turns them into a single, annoying character who follows employees everywhere.

→ Lesson: Turn abstract frustrations into a physical character to make the pain instantly recognizable.

Visualizing the “Before” State
Manual receipts, disconnected systems, and rigid policies are exaggerated using oversized props like giant paper stacks and rulebooks.

→ Lesson: Show problems the way they feel — overwhelming, intrusive, and constant.

Automation as a Shield
SAP Concur isn’t something users actively fight with. It quietly blocks issues before they cause damage.

→ Lesson: Demonstrate value by showing the calm your product creates, not just the tasks it performs.

Humor Breakdown

The humor is dry and deadpan.
The Problem Man never speaks. His blank expression while ruining people’s day makes the chaos funnier — and familiar. These aren’t disasters. They’re the daily annoyances everyone recognizes.

→ Lesson: Making small, irritating problems funny can be more effective than fear-based messaging.

Final Verdict

SAP Concur turns a dull category into a clear, visual story. By embodying expense chaos as a single antagonist, the ad makes a complex AI platform feel simple and preventative. It communicates that modern expense management isn’t about fixing problems — it’s about staying ahead of them.

BRAVE-o-Meter Score

B: 8 | R: 9 | A: 7 | V: 8 | E: 8
BRAVE – 8.0/10

Watch the full ad & learn more:
Website: sapconcur.com
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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