Ping Identity brings the pain of password management to life in this over-the-top, action-packed ad featuring Terry Crews. With his signature intensity, Crews turns the simple act of logging in into a full-blown crisis—one that could’ve been avoided with a smarter, password-free authentication solution.
The Formula (That Works at Any Budget):
Extreme Frustration = Instant Recognition – The ad takes the universally hated experience of forgetting a password and cranks it up to absurd levels of chaos.
→ Lesson: Amplify everyday pain points to make your solution feel like a lifesaver.
Star Power = Built-in Engagement – Terry Crews’ high-energy persona makes the problem feel hilariously urgent, ensuring the message grabs attention.
→ Lesson: If you have a bold personality or unique voice, lean into it for maximum impact.
Contrast = Clear Solution – After the ridiculous struggle with passwords, the ad presents Ping Identity’s passwordless authentication as the obvious, frustration-free answer.
→ Lesson: Position your product as the hero by showcasing the absurdity of life without it.
Humor Breakdown:
The humor here is all about escalation. What starts as a simple login issue quickly spirals into a full-on emergency, complete with Crews’ signature yelling, unnecessary intensity, and a wildly overblown reaction to a password prompt. The contrast between the chaos and the effortless Ping Identity solution makes the joke land even harder.
Final Verdict:
Ping Identity delivers an unforgettable, laugh-out-loud take on a relatable struggle. With Terry Crews bringing the energy and an exaggerated worst-case scenario, the ad makes a strong case for ditching passwords once and for all.
Brave-o-meter score:Â
B-9 | R-9 | A-8 | V-7 | E-9
BRAVE – 8.6/10
Watch the full ad & learn more:
Website: Ping Identity
LinkedIn: Ping Identity LinkedIn Page
