B2B Video Library

ClickUp | Whiteboard | Permanent Marker

In this ad, a team member starts drawing ideas directly on the office wall—with a permanent marker. Another colleague quickly jumps in to stop the chaos. The message? There’s a better way. ClickUp Whiteboards offer a clean, collaborative, and digital solution for brainstorming—without ruining your office walls.

The Formula (That Works at Any Budget)

Everyday Mistake + Smart Solution = Relatable Story
The ad opens with a simple but familiar workplace blunder. ClickUp Whiteboards provide the easy fix.
→ Lesson: Highlight real-life problems your product solves.

Visual Mess + Digital Clarity = Product Contrast
The messy marker moment contrasts sharply with the clean design of ClickUp’s digital whiteboards.
→ Lesson: Use visual contrast to show how your product improves the experience.

One Scene + One Insight = Quick Impact
The scenario plays out fast but delivers a clear benefit: ditch the mess, go digital.
→ Lesson: Keep it short and simple for maximum attention.

Humor Breakdown

The humor is situational and grounded in office life. The absurdity of someone casually using a permanent marker on a wall gets a quick laugh. It’s exaggerated just enough to be funny, while still pointing to a real need.

→ Lesson: Light humor works best when it highlights a true workplace problem.

Final Verdict

ClickUp’s “Whiteboard | Permanent Marker” is short, sharp, and funny. It delivers a clear message in under 30 seconds: replace messy, outdated brainstorming with a smarter, digital whiteboard. A great example of how to sell features with a wink.

BRAVE-o-meter Score:
B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10

Watch the full ad & learn more:
Website: clickup.com
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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