B2B Video Library

Asana | Break away from workplace silos with Asana

In this ad, different workplace teams are shown stuck in their own silos, struggling with confusion, miscommunication, and disconnected workflows. The scenes shift between their frustrations until Asana appears—bringing teams together with a shared workspace. Suddenly, everyone’s on the same page. The ad ends with teams celebrating their new, connected way of working.

The Formula (That Works at Any Budget)

Problem Scene + Clear Solution = Instant Clarity
The ad starts with relatable struggles, then shows how Asana fixes them quickly and visually.
→ Lesson: Make the pain point obvious before introducing your product as the fix.

Multiple Teams + Shared Workspace = Seamless Demo
Asana connects departments and tracks tasks in one place.
→ Lesson: Use before-and-after storytelling to highlight your product’s core benefit.

Frustration + Resolution = Emotional Journey
We see tension turn into teamwork, making the transformation satisfying to watch.
→ Lesson: Tap into emotional contrast to keep your message memorable.

Humor Breakdown

The ad uses light, situational humor. Scenes of teams miscommunicating or missing updates feel exaggerated—but relatable. The tone stays playful without distracting from the core message.

→ Lesson: A little humor helps make workplace problems feel less overwhelming.

Final Verdict

Asana’s ad delivers a clear and effective message: workplace silos slow you down, and Asana breaks those barriers. By showing relatable pain points and an easy-to-understand solution, the ad turns a common workplace issue into a strong reason to switch.

BRAVE-o-meter Score:
B-6 | R-8 | A-6 | V-7 | E-7
BRAVE – 6.8/10

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

Share on social media

Related Videos

WeTransfer | Presents: The Bunt Machine by Mac Premo

UiPath | Taking Off

Smartsheet | Second Spot

ClickUp | How Project Managers Feel When They’ve Had It!

ClickUp | How Marketing Managers Feel When They’ve Had It!

Back to videos

Let’s jump on a call

The secret behind the world’s greatest B2B adverts, Super Bowl campaigns.

Book a call

Brought to you by