B2B Video Library

HappySignals | IT is Emotions

HappySignals takes a refreshingly human approach to IT, flipping the script on the typical tech-focused, jargon-heavy messaging. Instead of showcasing software features, the ad reminds us that IT decisions impact real people’s emotions—from frustration to relief.

The Formula (That Works at Any Budget):

  • Empathy Over Specs = Deeper Connection – Instead of talking about uptime, automation, or AI, HappySignals focuses on how IT experiences affect emotions.
    → Lesson for B2B Marketers: Don’t just sell efficiency—sell how your product makes people’s lives better.

  • Bold Visual Metaphor for Emotional Impact – The ad visualizes emotions with expressive characters, making the abstract feel tangible and immediate.
    → Lesson for B2B Marketers: Use bold, simple visuals to make complex ideas instantly relatable.

  • Contrast Between IT Problems and Solutions – The ad starts with pain points (frustration, stress, wasted time) before showing how HappySignals turns IT into a positive experience.
    → Lesson for B2B Marketers: Frame your product as the hero that transforms a painful situation into a positive one.

Humor Breakdown:

  • Exaggerated Reactions – The way people visibly suffer from bad IT decisions adds a comedic edge, making the contrast with HappySignals even stronger.

  • Over-the-Top Frustration – The dramatized reactions mirror how IT failures feel way worse than they look, creating a funny, relatable moment.

  • Playful, Simple Aesthetic – The ad uses bright, engaging visuals instead of overcomplicated tech animations, making it approachable and fun.

Final Verdict:

HappySignals humanizes IT in a way most B2B brands don’t—focusing on real emotions over technical specs. By highlighting the frustration of bad IT experiences and the joy of getting it right, they make a compelling case for their product without a single dull software demo.

Brave-o-meter score:
B-6 | R-7 | A-6 | V-7 | E-6
BRAVE – 6.4/10

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