Two coworkers sit across from each other in a quiet office. One is clearly frustrated, waiting for the other to explain something. The second coworker struggles to get to the point, rambling and stammering. Instead of listening to the entire response, the frustrated coworker says “Summarize,” mimicking ClickUp AI, and instantly delivers a short version of what the other was trying to say. The final screen shows how ClickUp AI can summarize long conversations for real.
The Formula (That Works at Any Budget)
Awkward Office Silence = Shared Pain Point
The scene opens with a long, painful pause that captures how frustrating slow communication can be.
→ Lesson: Use silence and timing to reflect workplace tension that your product can solve.
“Summarize” Joke = Instant Product Hook
When the annoyed coworker says “Summarize,” he acts like ClickUp AI is working in real life. It’s a playful, literal way to show what the product does.
→ Lesson: Turn product features into human interactions to make them easier to understand and remember.
On-Screen Demo at the End = Real Product Proof
The final seconds show a ClickUp interface summarizing a long thread. It backs up the joke with a real feature.
→ Lesson: Follow humor with credibility to keep business buyers confident in your solution.
Humor Breakdown
The humor comes from how the frustrated coworker uses “Summarize” like a voice command, pretending to skip his colleague’s slow explanation. It’s dry, simple, and effective — no music, no big production. Just timing and social tension.
→ Lesson: Great B2B humor can come from realistic moments, not just over-the-top sketches.
Final Verdict
ClickUp’s “Summarize with AI” ad is short, smart, and grounded. It takes a real workplace frustration — painfully slow replies — and uses a believable moment to highlight the product’s core feature. The result is a clear, memorable ad that lands both the joke and the value prop.
BRAVE-o-meter Score:
B-7 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.2/10
Watch the full ad & learn more:
Website: clickup.com
LinkedIn: ClickUp on LinkedIn
