Basecamp’s “The Future – Device” ad takes a minimalist approach, utilizing dry humor and a stark visual style to make a memorable point about the simplicity of their project management platform. The ad imagines a world where over-engineered, hyper-connected devices have taken over, showcasing that no matter how advanced technology becomes, the basic need for clarity, focus, and simplicity remains unchanged. Basecamp positions itself as the antidote to this overload, offering a no-frills, effective solution for managing teams and projects.
The Formula (That Works at Any Budget)
Simplicity = Clarity – The ad uses an intentionally over-complicated vision of the future to emphasize how Basecamp’s straightforward approach is the answer to today’s cluttered, tech-heavy world.
→ Lesson: When everyone else is adding complexity, be the company that strips it away and makes the message clear.
Dry Humor = Relatable Truth – The humor comes from presenting the “futuristic” tech as overdone, making the exaggerated scenario feel absurd yet relatable. This highlights the message that we don’t need endless features and options to stay organized.
→ Lesson: Use dry humor and a simple setup to make the audience realize the value of your product without needing to spell it out.
Product as the Solution – The ad doesn’t go into product features but simply presents a scenario where Basecamp’s no-nonsense approach would work far better than a world full of overcomplicated gadgets and apps.
→ Lesson: Let the exaggerated problem speak for itself; the product doesn’t need to be the star, the situation does.
Relatable Situation = Memorable Message – The over-the-top depiction of unnecessary complexity mirrors the way many feel about the chaos of managing projects in a fast-paced work environment. It’s an immediate connection to the need for simplicity.
→ Lesson: Build a narrative that reflects a real pain point for your audience, then provide a clear, no-frills solution.
Humor Breakdown:
The humor in this ad is dry and understated, with the absurdity of a “future” filled with devices and features that only add complexity to life. This situational humor highlights the frustration of dealing with tools that don’t make life easier and positions Basecamp as a simple solution to the overwhelm.
Final Verdict:
Basecamp’s “The Future – Device” ad is a clever commentary on the tech overload we’re all familiar with. Through dry humor and a minimalist aesthetic, the ad reinforces the idea that we don’t need more complexity—just the right tools to keep things simple and efficient. The humor isn’t over-the-top but lands precisely by focusing on a truth that resonates with anyone overwhelmed by the complexity of modern tools.
Brave-o-meter score:
B-7 | R-9 | A-7 | V-7 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: Basecamp
LinkedIn: Basecamp LinkedIn Page
