B2B Video Library

Gusto | If you had to choose… herding cats or building a benefits package?

Gusto takes a literal approach to a common workplace frustration, comparing the pain of managing employee benefits to the even more impossible task of herding cats. By leaning into absurdity—complete with a room full of uncooperative felines—the ad makes a clear, relatable point: HR tasks shouldn’t be this hard.

The Formula (That Works at Any Budget):

  • Absurd Comparison = Memorable Messaging – The ad turns a well-known metaphor (“herding cats”) into reality, making the difficulty of handling HR and benefits without Gusto feel comically extreme.
    → Lesson for B2B Marketers: Use visual metaphors and exaggeration to make business pain points feel more tangible and memorable.

  • Straight-Faced Delivery Makes It Even Funnier – The main character treats both options (herding cats and HR work) as equally miserable, which enhances the humor.
    → Lesson for B2B Marketers: Play it straight—the funniest moments come from acting like the ridiculous situation is completely normal.

  • Clear Before & After Contrast – The ad first highlights the chaos of traditional benefits management, then shows how Gusto simplifies the process, making it the obvious choice.
    → Lesson for B2B Marketers: Show the pain before the relief—the bigger the problem, the stronger your product looks.

Humor Breakdown:

  • Literalizing an Idiom – The phrase “herding cats” is already funny, but actually watching it happen in an office setting takes it to another level.

  • Deadpan Employee Reaction – The HR worker’s exhausted, matter-of-fact tone makes the absurdity even funnier.

  • Cats Doing Exactly What You’d Expect – Instead of cooperating, the cats chaotically scatter, ignore commands, and create a mess, mirroring how painful HR tasks can feel.

Final Verdict:

Gusto perfectly blends workplace humor with exaggerated reality, making the struggles of HR and benefits management feel both relatable and ridiculous. The message is clear, clever, and highly shareable—proving that even B2B services can be marketed with laughs and creativity.

Brave-o-meter score:
B-6 | R-7 | A-7 | V-6 | E-7
BRAVE – 6.6/10

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