B2B Video Library

NerdWallet | Future You

In “Future You,” NerdWallet takes a simple financial planning benefit and gives it a wildly imaginative twist—your future self shows up to let you know just how much better life can be when you make smart money moves today. Whether it’s buying a home, starting a business, or just having peace of mind, this ad nails the emotional payoff with a surprise cameo from your wiser, more confident self.

The Formula (That Works at Any Budget):

  • Future-Self Twist = Visual Payoff – The central gag is relatable: what if future-you showed up to tell you how badly you’re messing things up… or how right you got it? It instantly personalizes financial advice and makes it emotional.
    → Lesson: Introduce a “time skip” device to help your audience see long-term benefits in a short-form ad.

  • Aspirational… But Grounded – The future version of you isn’t flying private jets. They’re just calm, collected, and in control. That’s a far more relatable form of success—especially in a category like personal finance.
    → Lesson: Show transformation that’s realistic to your audience’s goals.

  • Financial Advice Repackaged as Comedy – Rather than rattling off features or interest rates, NerdWallet wraps it all in charm. We get laughs, a little drama, and then—bam—the product drops in like a natural conclusion.
    → Lesson: Earn your product pitch by first winning attention and trust through story.

Humor Breakdown:

The humor leans on timing and contrast. Future You knows everything, walks in with confidence, and looks like a boss—while Present You fumbles through decisions and doesn’t know where to start. The deadpan delivery and slightly absurd presence of a second version of yourself make it both funny and oddly motivating. Think: a Ted Talk from a version of you that actually figured it out.

Final Verdict:

NerdWallet turns boring financial planning into an emotional—and hilarious—encounter with your better self. It’s smart, sharp, and perfectly on-brand for a company helping people make better decisions today for a better tomorrow.

Brave-o-meter score:
B-6 | R-8 | A-7 | V-7 | E-7
BRAVE – 7.0/10

Watch the full ad & learn more:
Website: NerdWallet
LinkedIn: NerdWallet 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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