Amy, a social media strategist, is introduced by a colleague to a new hire, Sasha. The colleague asks Amy a simple question about emojis for tweeting. Instead, Amy replies with technical marketing jargon like “conversion rates,” “Facebook optimized video content,” “organic,” “paid performance,” and “ROI.” Sasha adds by asking if they use “UTM parameters.” Both appear confident, but the introducing colleague looks confused. The ad shows him secretly typing “What are UTM parameters?” into a search bar. The video ends promoting Hootsuite Academy’s social marketing certification with the tagline “Know your S#!%,” replaced by “Know your social.”
The Formula (That Works at Any Budget)
Painful truth = Feeling lost in jargon-filled conversations
The ad captures the common frustration of being left out when colleagues use complex terms.
→ Lesson: Highlight a relatable professional challenge to engage your audience.
Situational humor = The colleague’s secret Google search
Humor arises from the contrast between confident strategists and the confused colleague’s discreet search.
→ Lesson: Use visual contrast and specific actions to create memorable humor.
Direct, punchy message = “Know your S#!% / Know your social”
The closing line connects the confusion to the solution: Hootsuite Academy.
→ Lesson: Link your product clearly as the answer to the problem shown.
Humor Breakdown
The humor is observational and relatable. The colleague’s facial expressions and quick secret search capture the awkwardness of feeling out of your depth in professional conversations.
Final Verdict
This ad effectively taps into a common workplace insecurity around social media marketing jargon. It positions Hootsuite Academy as the go-to place to gain confidence and knowledge. The ad is clear, concise, and memorable by focusing on a specific, relatable pain point.
BRAVE-o-meter Score
B-6 | R-8 | A-7 | V-7 | E-7
BRAVE – 7.0/10
Watch the full ad & learn more:
Website: https://hootsuite.com
LinkedIn: Hootsuite on LinkedIn
