B2B Video Library

Maersk | ‘Together, All The Way’

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Maersk’s Together, All The Way is a cinematic portrayal of the company’s commitment to global connectivity. The ad follows the journey of a shipping container, illustrating the seamless integration of Maersk’s logistics services and the human stories intertwined with global trade.​

The Formula (That Works at Any Budget)

Visual Storytelling = Emotional Engagement

The ad employs high-quality visuals to depict the container’s journey, emphasizing the scale and reach of Maersk’s operations.​

→ Lesson: Utilizing compelling visuals can effectively convey complex processes and evoke emotional responses.​

Narrative Focus = Brand Identity

By focusing on the container’s journey, the ad reinforces Maersk’s identity as a facilitator of global trade.​

→ Lesson: Centering narratives around core services can strengthen brand recognition and trust.​

Human Element = Relatability

The ad highlights the individuals involved in the logistics process, showcasing the human aspect of Maersk’s operations.​

→ Lesson: Incorporating human stories can make industrial services more relatable to a broader audience.​

Humor Breakdown

The ad maintains a serious and inspirational tone, with no elements of humor. This approach underscores the significance of Maersk’s role in global trade.​

→ Lesson: A sincere tone can effectively communicate a company’s values and mission, fostering trust with the audience.​

Final Verdict

Maersk’s Together, All The Way is a compelling narrative that encapsulates the company’s dedication to connecting the world through reliable and integrated logistics solutions. The campaign’s emphasis on unity, trust, and global collaboration positions Maersk as a leader committed to making a positive impact on society.

​BRAVE-o-meter Score:
B-8 | R-9 | A-8 | V-9 | E-8
BRAVE – 8.4/10​

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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