B2B Video Library

Lumos | Let There Be Lumos

Lumos takes us on a fun and captivating journey with its ad, “Let There Be Lumos,” where they showcase their innovative products as a beacon of light in the often murky world of business solutions. By playfully leveraging the idea of bringing light to complex processes, Lumos positions itself as the clear, smart choice for companies looking to improve efficiency and simplify workflows.

The Formula (That Works at Any Budget):

Creative Metaphor = Instant Engagement – The ad cleverly uses the metaphor of light and darkness to symbolize clarity and confusion in business operations.
 → Lesson: Using strong metaphors or imagery can instantly create a vivid and engaging connection with your audience.

Playful Tone = Relatability – The lighthearted approach keeps things entertaining while also reinforcing the idea that Lumos makes business simpler and more manageable.
 → Lesson: A playful tone can make a serious business solution feel more approachable and less intimidating.

Simplicity = Clear Message – Lumos doesn’t overcomplicate things. It keeps the message simple and to the point: their product brings clarity, efficiency, and improvement.
 → Lesson: Sometimes, simplicity is the most powerful tool to communicate your value proposition.

Humor Breakdown:

The humor in this ad is light and quirky, relying on playful wordplay around the idea of “light” and “Lumos.” The ad doesn’t push for big laughs but instead offers a chuckle or smile through clever phrasing and situations. It keeps the mood upbeat and positive, making the brand feel approachable and fun.

Final Verdict:

Lumos’s ad is an excellent example of using creativity and humor to simplify a complex business offering. By aligning their brand with clarity and light, they not only communicate their value but also make their product feel essential. It’s a delightful ad that delivers a clear message without taking itself too seriously.

Brave-o-meter score: 

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

BRAVE – 7.2/10

Watch the full ad & learn more:
 Website: Lumos
 LinkedIn: Lumos 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.

Share on social media

Related Videos

Stream Security | Living Healthy is Complicated – Cloud Operations Shouldn’t Be

NordLayer | Achieving Compliance

Lusha | How to Help SDRs with the Sales Cycle

Maersk | Fortune Favours the Curious

Mailchimp | Guess Less, Sell More – Cut a Rug

Back to videos

Let’s jump on a call

The secret behind the world’s greatest B2B adverts, Super Bowl campaigns.

Book a call

Brought to you by