B2B Video Library

GitHub | Building the Future

[showcats]

GitHub’s spot isn’t just a love letter to developers—it’s a cinematic tribute to the collective power of open source. We move through vignettes of coders around the world, collaborating asynchronously across languages, time zones, and backgrounds. The message is clear: the future isn’t built alone, and it’s probably built on GitHub.

The Formula (That Works at Any Budget):

Global Scope = Universal Resonance
The ad shows developers coding in bustling cities, quiet homes, dorm rooms, and garages. It’s not about the where—it’s about the why.
→ Lesson: If your product is global, reflect that diversity to build connection and credibility.

High Production = High Stakes
From dramatic lighting to slow-motion keyboards, the ad feels like a trailer for a sci-fi epic. The tone is serious, but inspiring.
→ Lesson: Cinematic visuals elevate your brand perception—especially for infrastructure products.

Minimal Branding = Maximum Trust
GitHub doesn’t scream its name. The brand appears subtly, letting the emotional storytelling take center stage.
→ Lesson: When your brand already powers the backbone of your category, lean on confidence, not flash.

Community-Centric = Developer-Approved
There’s no product demo. Instead, it’s a tribute to the open-source community—GitHub’s real product.
→ Lesson: Show love to your power users and they’ll return it tenfold.

Humor Breakdown:

This one’s not aiming for laughs—and that’s intentional. GitHub positions itself as the infrastructure behind innovation. The tone is earnest, awe-inspiring, and proud.

→ Lesson: Not all B2B ads need humor. When your message is about scale, trust, or collaboration, gravitas can be more powerful.

Final Verdict:

This ad is a cinematic salute to collaboration, scale, and the builders of tomorrow. It doesn’t explain what GitHub does—it shows what GitHub enables. That’s a more powerful pitch. If your product is the unseen engine behind innovation, this is how you frame it.

BRAVE-o-meter Score:
B-9 | R-9 | A-9 | V-9 | E-9
BRAVE – 9.0/10

Watch the full ad & learn more:
Website: GitHub
LinkedIn: GitHub

(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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