VistaPrint | Dragon Jerky

Gwen Griffiths, CEO of Dragon Foods, calmly explains her family’s 11,000-year history of dragon farming in Wales. As she speaks in a polished, corporate tone, dragons roar, breathe fire, and wreak havoc around her office.

While narrowly avoiding dragon-related disasters, Gwen explains that Vistaprint handles the hardest part of the business: branding and marketing. Business cards, posters, safety signs, and T-shirts—clearly made with Vistaprint—appear throughout the chaos. The message is simple: no matter how dangerous or unconventional your business is, Vistaprint makes branding easy.

The Formula (That Works at Any Budget)

High Concept = Low Friction
The ad drops viewers into a wildly dangerous fantasy world, then positions Vistaprint as the only part of the business that isn’t stressful.

→ Lesson: Use an exaggerated environment to make your product feel effortless by comparison.

Product as Plot
Every Vistaprint asset is integrated into the story. Safety signage changes after accidents. Posters explain processes. Apparel reinforces the brand. Nothing feels decorative.

→ Lesson: Make your product part of the narrative, not a cutaway demo.

Deadpan Authority
Gwen delivers every line like a serious CEO interview, even as dragons incinerate the background. Her calm professionalism grounds the absurdity.

→ Lesson: A confident, straight-faced spokesperson makes even the most ridiculous premise believable.

Humor Breakdown

The humor comes from contrast. Extreme danger meets LinkedIn-polished corporate language. Dragons torch the office while Gwen discusses branding logistics like it’s a normal Tuesday.

→ Lesson: Comedy lands harder when the reaction is restrained and professional instead of exaggerated.

Final Verdict

Vistaprint proves its flexibility by branding the most impossible business imaginable. Instead of telling small businesses “we work for everyone,” they show it by choosing a client who shouldn’t be brandable at all. The result is a mockumentary that’s funny, memorable, and perfectly aligned with Vistaprint’s positioning as a true small-business partner.

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: Vistaprint.com
LinkedIn: Vistaprint 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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