Long live the golden era of classic IBM commercials—when B2B marketing understood that humor was the key to memorability. In a time when ad space was too valuable to waste, IBM nailed the formula: Make them laugh, and they’ll remember you. This ad plunges us straight into an IT nightmare—layers of jargon, escalating troubleshooting, and enough corporate chaos to make anyone question their sanity. The twist? After all that, the solution was as simple as… turning the monitor on.
The Formula (That Works at Any Budget):
Situational Humor = Instant Relatability – IT teams spiraling into worst-case-scenario mode over a simple issue? It’s a scenario we’ve all witnessed.
→ Lesson: If your audience has lived the experience, they’ll connect with the brand.
Minimalism Wins – No flashy visuals, no unnecessary effects—just tight writing, strong acting, and impeccable comedic timing.
→ Lesson: A well-crafted joke is far more effective than an expensive production.
Brand as the Punchline, Not the Pitch – Unlike many B2B ads that rush to promote their product, IBM builds a story first, lands the joke, then ties it back to the brand.
→ Lesson: Let humor drive your message—the audience will make the connection.
B2B Doesn’t Have to Be Boring – This ad proves that simplicity, wit, and humor can make even the most complex industries entertaining.
→ Lesson: If your corporate video feels like a chore to watch, you’re missing the mark.
Final Verdict: Timeless, clever, and flawlessly executed. IBM turns a common workplace frustration into a brilliant comedic moment, once again proving that smart storytelling outweighs hard selling.
Bave-o-meter Score:
B-6 | R-9 | A-7 | V-6 | E-8
BRAVE – 7.2/10
Watch the full ad & learn more:
Website: https://www.ibm.com
LinkedIn: https://www.linkedin.com/company/ibm
