B2B Video Library

IBM | Ideating

IBM’s “Ideating” ad showcases the power of collaboration and innovation within the world of business. The commercial emphasizes how technology can unlock creativity, streamline problem-solving, and help businesses ideate more effectively. Through a dynamic blend of visuals and messaging, IBM positions itself as a key enabler in transforming ideas into impactful results.

The Formula (That Works at Any Budget):

Collaboration = Creativity Amplified – The ad highlights the importance of teamwork and how IBM’s technology brings people together to brainstorm, ideate, and innovate.
 → Lesson: Show how your product can enhance key business processes like collaboration to drive creativity and new solutions.

Dynamic Visuals = Captivating Storytelling – The ad uses sharp, energetic visuals to depict how ideas evolve and shape up, making the complex process of ideation more digestible and exciting.
 → Lesson: Use visuals that match the energy and impact of your message to keep your audience engaged.

Innovation as a Journey = Growth Over Time – The commercial doesn’t just talk about the end results—it showcases the steps along the way, reinforcing that success is a continuous journey of improvement and refinement.
 → Lesson: Frame your product as an ongoing partner in growth rather than a one-time fix.

Humor Breakdown:

Playful and Relatable – The ad plays on the frustration of brainstorming and ideation, making it funny through the exaggerated struggles and moments of “aha” realization.
 Light-Hearted Humor in a Professional Setting – The humor here is subtle and situational, using moments of tension and relief to showcase the benefits of a collaborative process.
 Genuine Fun – The ad doesn’t rely on slapstick humor but uses playful pacing to bring energy to the ideation process.

Final Verdict:

IBM’s “Ideating” commercial succeeds in making the process of innovation relatable and engaging. With a light-hearted yet professional tone, it positions IBM’s technology as the perfect catalyst for creativity and teamwork.

Brave-o-meter score: 

B-7 | R-8 | A-7 | V-8 | E-8

BRAVE – 7.6/10

Watch the full ad & learn more:
 Website: IBM.com
 LinkedIn: IBM 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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