Veeam | Make Cybersecurity Less Alien for Your C-Suite

A technical presenter stands in a boardroom explaining cyber risk quantification to a group of executives, using dense jargon like MFA, privileged accounts, and lateral movement. The executives stare back, bored and confused, until one finally admits the truth: “Honestly, it’s all aliens to me.” That metaphor becomes literal when the presenter begins to physically transform—her skin ripples, she coughs up black sludge, and she turns into a wide-eyed, screeching alien. She continues the presentation in alien language, and suddenly the executives light up, laughing and nodding in full agreement. The ad ends with the line: “Help your executives understand what you say,” positioning Veeam as the translator between IT and leadership.

The Formula (That Works at Any Budget)

The Communication Gap = Technical vs. Executive
The ad dramatizes a familiar internal problem: IT speaks systems, executives speak outcomes.

→ Lesson: Identify friction between departments and show how your product bridges it.

Literalizing a Metaphor = “It’s All Alien”
A throwaway phrase becomes a full sci-fi transformation.

→ Lesson: Take a phrase customers already use and turn it into a visual idea.

The Paradox of Understanding
Executives only “get it” once the speaker becomes incomprehensible.

→ Lesson: Use irony to show you understand internal politics and frustration.

Humor Breakdown

The humor is absurd and slightly grotesque. Black sludge. Body horror. Alien screeching. The punchline lands when the board suddenly agrees with nonsense.

It works because the pain is real: being ignored.

→ Lesson: Being weird is fine if the insight is sharp.

Final Verdict

Veeam captures an IT professional’s worst nightmare: having critical risks dismissed because no one understands the language. By turning that frustration into a literal alien invasion, the ad makes a complex value proposition instantly clear. Bold, memorable, and highly targeted.

BRAVE-o-meter Score

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

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