B2B Video Library

Okta | Therapy

The commercial opens with an IT professional and a developer sitting in a therapy session. They express their frustrations about managing multiple identity systems, dealing with security breaches, and the constant pressure of ensuring seamless user access. The therapist listens patiently as they vent about their challenges. The ad then introduces Okta as the solution that brings harmony between IT and development teams by providing a unified identity platform.

The Formula (That Works at Any Budget)

Relatable Scenario + Clear Solution = Engaged Audience
By depicting a common workplace challenge, the ad immediately connects with viewers. Presenting Okta as the remedy reinforces its value proposition.
→ Lesson: Address real-world problems and offer tangible solutions to resonate with your audience.

Humorous Tone + Serious Subject = Memorable Content
The ad uses humor to discuss the serious topic of identity management, making the message more engaging and less intimidating.
→ Lesson: Balance levity with gravity to maintain viewer interest while conveying important information.

Simple Narrative + Strong Visuals = Clear Communication
A straightforward storyline, combined with impactful visuals, ensures the message is easily understood and retained.
→ Lesson: Keep your narrative concise and support it with compelling imagery.

Humor Breakdown

The humor arises from the exaggerated therapy session, highlighting the inefficiency and potential for errors in managing identity systems. This comedic portrayal underscores the benefits of a unified solution like Okta.
→ Lesson: Use humor to spotlight problems and make your solution more appealing.

Final Verdict

Okta’s “Therapy” ad effectively addresses a common workplace frustration. By presenting a relatable problem and positioning Okta as the comprehensive solution, the ad resonates with viewers seeking a more efficient and hassle-free identity management experience.

BRAVE-o-meter Score:

B-7 | R-7 | A-7 | V-8 | E-7
BRAVE – 7.2/10

Watch the full ad & learn more:
Website: okta.com
LinkedIn: Okta 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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