SAP employees are shown in a montage of small, relatable mishaps: trying to catch a falling phone with a foot, hiding a yawn, staring at themselves on a video call, failing to plug in a USB, or losing their car in a garage. The voiceover says, “At SAP, we’re just like everyone.” Then the ad pivots. The tone becomes bold and cinematic. The same people are shown as a united, confident team capable of solving massive global challenges. The film ends with the message: “We build breakthroughs, together.”
The Formula (That Works at Any Budget)
Painful truth = The human condition.
The ad focuses on everyday awkwardness rather than business problems. It builds connection by showing universally familiar micro-fails.
→ Lesson: Humanize a large brand by showing your people being real, imperfect, and relatable.
The pivot = From relatable to extraordinary.
After establishing the “just like everyone” setup, the ad quickly shifts into a powerful, aspirational tone. The emotional swing reframes SAP from ordinary people into a team capable of extraordinary impact.
→ Lesson: Use a strong contrast to elevate your brand’s mission after grounding it in humanity.
Single punchline = “We build breakthroughs, together.”
The tagline unifies the entire message. It’s not about software or features — it’s about purpose, collaboration, and shared impact.
→ Lesson: When doing employer branding, center the message on mission and meaning, not tasks or perks.
Humor Breakdown
The humor is observational and montage-driven. Nothing is exaggerated. Everything is everyday truth. The comedy comes from recognition — we’ve all tripped, fumbled, yawned, stared at ourselves on camera, or forgotten where we parked. Showing these tiny, relatable failures creates immediate emotional closeness before the ad pivots into inspiration.
→ Lesson: Relatability can be funnier than jokes. Show real human quirks and let the audience see themselves.
Final Verdict
SAP creates a warm, self-aware employer branding piece that makes a global enterprise feel personal. The ad disarms viewers with humility, then lifts them with purpose. It’s a powerful narrative structure: “We’re human. We’re imperfect. And that’s exactly why we can do big things together.”
The kicker? The ad wins trust by opening with weakness, not strength — a technique few enterprise companies dare to use.
BRAVE-o-meter Score:
B: 8 | R: 9 | A: 7 | V: 8 | E: 9
BRAVE – 8.2/10
Watch the full ad & learn more:
Website: SAP.com
LinkedIn: SAP on LinkedIn
