Millum takes procurement pain points and cranks them up to a surreal, almost sci-fi level. This ad transports buyers into a chaotic alternate reality where outdated purchasing systems feel as confusing as navigating a parallel dimension. The message? Stop living in a broken world—Millum brings order to the madness.
The Formula (That Works at Any Budget):
Everyday Frustration → Absurd Reality – The ad turns the struggles of outdated procurement systems into a bizarre, exaggerated world, making inefficiency feel like an out-of-body experience.
→ Lesson: Taking real frustrations and pushing them to the extreme makes your product’s benefits feel even more essential.
Contrast = Clarity – The chaotic “other reality” highlights the stress and inefficiency of old-school procurement, making Millum’s solution feel like a return to sanity.
→ Lesson: When your product fixes a problem, show life with and without it. The bigger the contrast, the stronger the impact.
Immersion = Lasting Impression – The ad drops viewers into this strange world immediately, making them feel the confusion before revealing the way out.
→ Lesson: Engage your audience by pulling them into the problem rather than just explaining it.
Humor Breakdown:
The humor here comes from absurdity—every interaction in the “other reality” is just off enough to be frustrating, yet familiar enough to be painfully real. It’s a mix of exaggerated confusion and subtle satire, showing how ridiculous bad procurement systems truly are.
Final Verdict:
Millum transforms procurement chaos into a surreal nightmare, only to wake viewers up with the perfect fix. The exaggerated world makes the contrast—and the need for a better system—impossible to ignore.
Brave-o-meter score:
B-9 | R-8 | A-8 | V-7 | E-9
BRAVE – 8.2/10
Watch the full ad & learn more:
Website: Millum
LinkedIn: Millum LinkedIn Page
