B2B Video Library

Maersk | All the way

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In this powerful ad, Maersk highlights its essential role in global logistics, showcasing the smooth movement of goods and how the company connects businesses across continents. The ad underscores Maersk’s commitment to both innovation and sustainability, with a clear message about the company’s ability to drive change in the logistics industry.

The Formula (That Works at Any Budget)

Global Connectivity = Seamless Trade

The ad begins by demonstrating how Maersk’s vast network enables efficient global trade. The company is presented as a crucial player in ensuring that goods move smoothly around the world.

→ Lesson: Highlighting global reach positions your brand as essential in international trade.

Sustainability at the Core = Long-Term Impact

Sustainability is central to the ad’s message. Maersk emphasizes its eco-friendly practices and commitment to reducing its environmental footprint while delivering world-class logistics solutions.

→ Lesson: Focusing on sustainability builds trust and appeals to today’s eco-conscious consumers.

Innovation as a Driver = Continuous Improvement

Maersk showcases its investment in innovation and how it continues to evolve to meet the demands of a changing global market.

→ Lesson: Innovation is key to staying competitive and addressing challenges in any industry.

Humor Breakdown

The tone of this ad is serious and impactful, with no overt humor. It focuses on the importance of logistics and sustainability. While humor isn’t used, the ad’s clear and direct message resonates strongly.

→ Lesson: A serious tone can be highly effective when addressing global challenges, leaving a lasting impression on the viewer.

Final Verdict

Maersk’s All the Way ad successfully communicates the company’s mission to connect the world through sustainable and innovative logistics solutions. The ad uses powerful visuals and straightforward messaging to reinforce Maersk’s role as a leader in global trade. By focusing on global connectivity, sustainability, and innovation, Maersk positions itself as a brand that drives positive change and supports businesses worldwide.

BRAVE-o-meter Score:
B-8 | R-7 | A-6 | V-7 | E-8
BRAVE – 7.2/10

Watch the full ad & learn more:
Website: Maersk
LinkedIn: Maersk on LinkedIn

(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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