B2B Video Library

ClickUp | Surgeons Can’t Work Without Their Tools In One Place

In this commercial, ClickUp draws a sharp comparison between surgeons and professionals who juggle multiple apps. The setting? A chaotic operating room where a doctor can’t find his tools. One’s across the hall. Another’s under a vending machine. Everything’s scattered—just like your projects when you don’t use ClickUp.

The result? Confusion, panic, and lost time. But when ClickUp enters, everything changes. Tools appear instantly. The work gets done smoothly. And suddenly, it’s not surgery—it’s simplicity.

The Formula (That Works at Any Budget)

High-Stakes Environment = Built-In Urgency

The ad opens in an operating room. It’s tense. Lives are at stake. That drama makes the “tool chaos” instantly engaging.
→ Lesson: Put your audience in a high-pressure situation they instantly understand.

Visual Chaos = Pain You Can See

Scalpels are missing. Monitors are beeping. One tool is stuck in a hallway. The scene exaggerates what it feels like to work across 10 different platforms.
→ Lesson: Let the visuals carry the pain point. Make it loud, clear, and funny.

Platform Reveal = Instant Clarity

As soon as ClickUp is introduced, the chaos stops. Tools appear neatly. The procedure finishes fast. The joke lands—and the point hits.
→ Lesson: Keep your “before” messy, so your “after” feels magical.

Humor Breakdown

The humor in this ad comes from exaggeration. It’s ridiculous to imagine a surgeon hunting for tools during a critical operation. But that’s the joke—and the insight. The more extreme the chaos, the more valuable ClickUp feels.

It also plays on a universal truth: when your tools aren’t in one place, your day becomes surgery-level stressful.
→ Lesson: Use absurdity to highlight a real frustration, then solve it.

Final Verdict

This ClickUp ad nails its message through smart exaggeration and a dramatic setting. The humor lands. The stress feels real. And the solution is clear. It’s not just clever—it’s effective.

​BRAVE-o-meter Score:
B-8 | R-9 | A-7 | V-8 | E-9
BRAVE – 8.2/10

Watch the full ad & learn more:
Website: ClickUp
LinkedIn: ClickUp 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.

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