An employee reaches out for a handshake—but things get awkward fast. Another person hesitates. A third jumps in with a fist bump. The once-simple gesture has become a minefield. This short, funny ad captures the tension of returning to the office. ClickUp uses the moment to show how its tools help teams adapt to change.
The Formula (That Works at Any Budget)
Everyday Office Moment + Humor = Audience Connection
The handshake is something we all recognize. Making it awkward taps into shared post-pandemic experiences.
→ Lesson: Use common situations to create instant relatability.
Awkward Interaction + Product Message = Clear Value
The discomfort in the scene sets up a need for better coordination. ClickUp is shown as the platform to ease that tension.
→ Lesson: Let real challenges reveal the value of your product.
Short Scene + Visual Comedy = Lasting Impression
No dialogue is needed. The silence, gestures, and reactions tell the story.
→ Lesson: Keep your ad simple, visual, and easy to digest.
Humor Breakdown
The ad leans on social awkwardness. A handshake that goes wrong is both funny and painfully familiar. It reflects how norms have shifted, and everyone is unsure of the “new rules.” The humor works because it exaggerates a real situation we’ve all faced.
→ Lesson: Use humor to highlight friction your product helps solve.
Final Verdict
The ClickUp returning to work ad called “The Handshake” delivers a smart, relatable message in seconds. It shows how awkward moments at work can be avoided with the right tools. ClickUp positions itself as the go-to solution for smoother collaboration in a changing workplace.
BRAVE-o-meter Score:
B-8 | R-8 | A-7 | V-8 | E-6
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: clickup.com
LinkedIn: ClickUp on LinkedIn
