B2B Video Library

FactSet | “Not Just the Facts” Part II

FactSet continues its tongue-in-cheek takedown of outdated financial analysis, proving that data without context is useless. The ad leans into dry, deadpan humor, contrasting old-school, robotic number crunching with FactSet’s ability to provide actionable insights, not just raw facts.

The Formula (That Works at Any Budget):

  • Deadpan Humor = Instant Differentiation – The delivery is intentionally flat and robotic, highlighting how financial analysis often lacks human intuition.
    → Lesson for B2B Marketers: Sometimes, embracing the industry stereotype and poking fun at it makes your brand stand out instantly.

  • Contrast Between “Facts” and “Insights” – The ad hammers home that data without interpretation is meaningless, setting up FactSet as the solution that bridges the gap.
    → Lesson for B2B Marketers: Show how your product transforms information into impact—don’t just tell, demonstrate.

  • Minimalism = Maximum Focus – The clean, no-frills aesthetic keeps the focus on the message, making the contrast between bad analysis vs. good analysis crystal clear.
    → Lesson for B2B Marketers: A simple, refined execution can be just as effective as high-budget visuals when the concept is strong.

Humor Breakdown:

  • Monotone Narration – The intentionally dull delivery highlights how most financial reporting sounds lifeless—a self-aware joke about the industry.

  • Obvious Yet Useless “Facts” – By presenting facts without context, the ad exposes how unhelpful raw data can be, making the need for smarter insights glaringly obvious.

  • Understated Visuals – The ad leans into minimalist design to let the humor land without distraction.

Final Verdict:

FactSet nails industry satire, using deadpan delivery and exaggerated simplicity to call out traditional financial analysis. The message is clear: “Facts alone don’t cut it—FactSet helps you see the bigger picture.” A masterclass in humor-driven B2B positioning.

Brave-o-meter score:
B-5 | R-7 | A-5 | V-6 | E-6
BRAVE – 5.8/10

Watch the full ad & learn more:
Website: FactSet
LinkedIn: FactSet LinkedIn Page

(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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