A person sits at a desk. Suddenly, Spot—the four-legged Boston Dynamics robot—walks in. The video then cuts to Spot navigating different environments: cluttered rooms, construction sites, outdoor rain, grassy yards, and more. It climbs stairs, steps over debris, and walks through sparks from welding. In one moment, Spot uses its robotic arm to open a door. Text overlays appear throughout, highlighting specific features like autonomy, durability, and mobility. The ad ends as Spot returns to the desk and a code-like interface appears alongside the Boston Dynamics logo.
The Formula (That Works at Any Budget)
Straight demonstration = No pain point, just performance
This ad skips the usual problem/solution format. Instead, it directly shows Spot tackling extreme environments to prove its value.
→ Lesson: If your product speaks for itself, let it—just show what it can do.
Function over personality = Let the machine be a machine
Spot isn’t personified. There’s no humor or voiceover. Its dog-like form is part of the visual intrigue, but it’s framed as a tool, not a character.
→ Lesson: For high-tech products, a serious, no-nonsense tone can build credibility.
No punchline = Just features and capabilities
The ad doesn’t rely on a joke or tagline. Its power comes from continuous, escalating displays of Spot’s physical feats, reinforced by clean, informative overlays.
→ Lesson: Clarity and consistency can replace storytelling if your visuals are strong enough.
Humor Breakdown
There’s no humor here. The tone is focused, technical, and intentional. Engagement comes from the “wow” factor of seeing Spot operate in tough real-world conditions.
→ Lesson: Humor isn’t always necessary. Let visuals do the heavy lifting when your product is genuinely impressive.
Final Verdict
Boston Dynamics takes a no-fluff approach. This is pure product demo—cutting through noise with clean cinematography, dramatic scenarios, and minimal text. It’s designed for engineers, innovators, and decision-makers who want to see capability, not hear about it. A standout example of hardware marketing through action.
BRAVE-o-meter Score:
B-6 | R-7 | A-8 | V-6 | E-8
BRAVE – 7.0/10
Watch the full ad & learn more:
Website: Boston Dynamics
LinkedIn: Boston Dynamics on LinkedIn
