ServiceNow | That was security then, this is ServiceNow

Nick gets an email making him a hiring manager and immediately spirals into chaotic excitement. He races to HR lead Kate, who is calmly meditating. She explains that ServiceNow’s AI has already started the entire hiring process — sourcing candidates, scheduling interviews, and even finding an alternative equipment supplier.

Relieved, Nick sprints away in joy… and crashes directly into a plant.

The Formula (That Works at Any Budget)

Painful truth → Hiring is overwhelming chaos
Nick embodies the very real stress new managers feel when suddenly responsible for logistics, scheduling, and onboarding. His panic makes the problem instantly relatable.
→ Lesson: Turn a complex operational process into an emotional moment so your solution feels like instant relief.

Character contrast → The anxious novice vs. the calm pro
Nick is frantic. Kate is calm. The difference between them is ServiceNow’s AI quietly doing the heavy lifting behind the scenes. Her composure becomes the product demonstration.
→ Lesson: Use character contrast to show the “before” and “after” your product creates.

Single punchline → “Put AI to work for HR”
Instead of listing technical features, the ad demonstrates exactly how AI handles the tactical tasks — sourcing, scheduling, logistics — allowing humans to focus on meaningful, strategic work.
→ Lesson: Don’t tell your audience what your product does. Show it solving the entire problem in real time.

Humor Breakdown

The humor comes from Nick’s escalating panic paired with Kate’s unshakeable calm. His breathless excitement, sudden bursts of fear, and joyful sprint into a plant make him instantly lovable. Kate’s peaceful demeanor, powered by ServiceNow, heightens the comedy through contrast.
→ Lesson: Great B2B humor often comes from simple character dynamics, not elaborate setups.

Final Verdict

ServiceNow turns HR chaos into a charming, relatable story about empowerment. By experiencing the journey through Nick — the most enthusiastic, panicked hiring manager imaginable — the ad makes AI feel warm, human, and supportive.

The kicker?
The platform’s impact is proven entirely through the eyes of its most chaotic user, showing that ServiceNow can empower anyone.

BRAVE-o-meter Score

B: 8 | R: 9 | A: 8 | V: 8 | E: 9
BRAVE – 8.4/10

Watch the full ad & learn more:

Website: ServiceNow.com
LinkedIn: ServiceNow 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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