B2B Video Library

IBM | Server

In IBM’s “Server” commercial, the company positions its cutting-edge server solutions as the backbone of modern businesses. The ad highlights the power and efficiency of IBM servers, emphasizing how they handle demanding workloads, boost productivity, and provide the infrastructure needed for the future of technology. Through sleek visuals and bold statements, IBM aims to capture the attention of businesses looking to future-proof their IT operations.

The Formula (That Works at Any Budget):

High Stakes, Big Results – The ad builds on the dramatic tension of business-critical operations and positions IBM servers as the key to keeping everything running smoothly, underlining the importance of reliable technology.
 → Lesson: When dealing with business-critical products, show the stakes to emphasize the value of your solution.

Powerful Visuals, Simple Message – With high-tech visuals and a focus on the servers’ capabilities, IBM creates an impactful visual experience while keeping the messaging straightforward: IBM servers are the powerful foundation of business success.
 → Lesson: Use strong visuals to enhance a simple, clear message that shows your product’s core benefits.

Performance at Scale – The ad highlights how IBM servers can scale to meet the needs of growing businesses, showcasing their versatility and ability to handle complex operations at high capacity.
 → Lesson: Highlight your product’s scalability. Businesses want solutions that can grow with them.

Future-Proofing with IBM – Through strong imagery, the ad emphasizes that IBM’s servers are built to meet the demands of tomorrow, positioning them as an investment in long-term success.
 → Lesson: Build your product as a future-proof solution to help customers plan ahead.

Humor Breakdown:

The ad takes a more serious and authoritative tone, without relying on humor. Instead, the power and effectiveness of the technology take center stage, and the humor comes from the contrast between the typical struggles of business IT and the smooth, efficient solutions provided by IBM’s servers. The humor here is more subtle—focused on how easy IBM makes things look, even when handling complex and massive operations.

Final Verdict:

IBM’s “Server” ad is a powerful and no-nonsense presentation of the company’s high-performance server solutions. It conveys IBM’s leadership in technology while showcasing the server’s capability to handle even the most demanding business operations. With strong visuals and a clear message, this ad positions IBM as the go-to choice for businesses looking to scale and innovate.

Brave-o-meter score: 

B-7 | R-9 | A-7 | V-6 | E-8

BRAVE – 7.5/10

Watch the full ad & learn more:
 Website: IBM
 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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