SAP | Working at SAP

A man on his first day at SAP asks a woman if she works there. She immediately launches into a hyper-fast, fourth-wall-breaking monologue summarizing her entire life — childhood gaming, studying computer science, joining SAP, designing interfaces, and writing code that helps build world-changing technologies. After minutes of epic storytelling, the man quietly reveals he only wanted to know where the entrance was.

The Formula (That Works at Any Budget)

Painful truth = B2B companies have a “boring” reputation.
SAP attacks this perception head-on by telling a wildly energetic, visually dynamic story that makes a career in enterprise software feel exciting and meaningful.
→ Lesson: If your brand has a reputation problem, tell a story that is the opposite of the stereotype.

Exaggeration = A life story delivered in 60 seconds.
Her entire career path is turned into an epic, high-speed monologue filled with stylized vignettes.
→ Lesson: Take a standard testimonial and exaggerate the delivery to make it unforgettable.

Single punchline = He just wanted directions.
All the cinematic storytelling collapses into a mundane, hilarious twist — grounding the ad while making it memorable.
→ Lesson: A simple twist ending can reframe the entire message with humor and charm.

Humor Breakdown

The comedy is driven by miscommunication and extreme contrast. The woman dramatically overshares her entire life story, speaking directly to the camera, while the new hire looks increasingly confused. The surreal pacing and the final reversal (“I just wanted to know where the entrance was”) deliver a sharp comedic payoff.
→ Lesson: Let one character dramatically over-answer a simple question — classic, reliable comedy.

Final Verdict

SAP transforms a recruiting message into an epic, humorous character piece. It reframes a giant B2B company as a place where brilliant, passionate people work on exciting, meaningful projects. The humor makes it accessible; the storytelling makes it inspiring.The kicker? The huge monologue deflates perfectly with the simplest punchline, giving the ad both scale and charm.

BRAVE-o-meter Score

B: 9 | R: 8 | A: 8 | V: 7 | E: 9
BRAVE – 8.2/10

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