B2B Video Library

Hootsuite | Hootsuite Parks & Rec

If you’re a fan of Parks and Recreation, you know the charm of Leslie Knope and her unrelenting dedication to her work. Hootsuite taps into that charm and nostalgia by recreating the spirit of Parks and Rec in their ad, blending social media management with humor and a sense of camaraderie. The ad takes us into a workplace where Hootsuite is the ultimate tool to make things run smoothly, proving that no matter the job, having the right tools makes all the difference.

The Formula (That Works at Any Budget):

Nostalgia-Based Humor = Instant Engagement – By drawing on the beloved characters of Parks and Rec, Hootsuite immediately connects with fans of the show, creating a sense of comfort and familiarity. → Lesson: Leverage nostalgia to tap into positive emotions and create a deeper connection with your audience.

Workplace Comedy = Relatable Content – The ad uses office humor to show how Hootsuite makes managing social media as effortless as running a small town government. From chaotic group messages to managing tasks, the relatable workplace struggles add an extra layer of humor. → Lesson: When the audience sees their own struggles reflected in the ad, it builds instant relatability.

The Product as the Ultimate Problem Solver – Hootsuite doesn’t just show up as a tool; it becomes the solution to all of the social media chaos. The ad demonstrates how Hootsuite can simplify and streamline complex workflows. → Lesson: Show how your product solves problems in a way that feels effortless and essential to the audience.

Type of Humor:

Workplace & Relatable Humor – The ad plays off the absurdity and chaos of office life, especially in the realm of social media management. → Lesson: Office humor resonates because everyone can relate to the chaos of a busy workday.

Final Verdict: Hootsuite captures the essence of Parks and Rec while effectively positioning its platform as the key to managing social media with ease and humor. It’s a smart and relatable ad that not only entertains but clearly demonstrates the product’s value.

Brave-o-meter score: 

B-8 | R-9 | A-8 | V-9 | E-9

BRAVE – 8.6/10 

Watch the full ad & learn more:
Website: https://www.hootsuite.com
LinkedIn: https://www.linkedin.com/company/hootsuite

(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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