A support agent in a headset rattles off an endless stream of clichés customers have heard a thousand times: “Have you tried turning it off and on again?” … “Can I put you on hold for just a sec?” … “I’d feel the exact same way if I was in your shoes.” He recites them while eating cereal, walking around, and even fiddling with toys. The rapid-fire montage ends with an awkward slip: “I love you.” Only then does the screen reveal this is “S** Support Agents Say”* — brought to you by Zendesk.
The Formula (That Works at Any Budget)
Pain point montage = A greatest hits of frustration.
Rather than one story, the ad is a supercut of every robotic phrase that drives customers crazy. It captures the full scope of the problem in minutes.
→ Lesson: Show you understand the entire pain spectrum by stacking micro-frustrations back to back.
Meme format = Built-in virality.
The ad riffs on the “S*** People Say” meme, instantly recognizable and shareable. No setup needed — the audience gets it right away.
→ Lesson: Use cultural shortcuts to make your story familiar and spreadable.
Problem-first, brand-last = Logo as punchline.
Zendesk doesn’t appear until the final frame. By then, the audience is nodding along, fully primed for the reveal.
→ Lesson: Earn trust by devoting the whole ad to the “why,” not the “what.”
Humor Breakdown
The humor is pure observational comedy. Every line is something customers have endured, delivered in rapid succession with deadpan energy. The relentless pace amplifies the absurdity, and the “I love you” slip is the perfect capstone. It’s funny because it’s painfully, universally true.
Final Verdict
Zendesk’s ad became a B2B classic by putting content before commercial. It never mentions features, but instead validates a universal frustration with empathy and humor. The result? A viral hit that positioned Zendesk as the brand that gets it.
BRAVE-o-meter Score:
B-9 | R-10 | A-9 | V-8 | E-9
BRAVE – 9.0/10
Watch the full ad & learn more:
Website: Zendesk Official Site
LinkedIn: Zendesk on LinkedIn
