B2B Video Library

Resilience | “The Argument”

In “The Argument,” Resilience takes us into the world of a heated workplace discussion where everything goes wrong—thanks to the chaos that ensues when people stop listening. The ad showcases how failing to address challenges head-on can create unnecessary confusion. Resilience offers a solution that helps organizations steer clear of these miscommunications and stay focused on what truly matters: productivity.

The Formula (That Works at Any Budget):

  • Over-the-Top Conflict = Instant Relatability – The ad opens with a rapidly escalating argument, quickly moving from trivial to absurd. The exaggerated nature of the conflict is instantly relatable to anyone who’s had a tough discussion go off-track.
    → Lesson: Tap into common workplace frustrations and escalate them for immediate audience recognition.

  • Product as the Problem-Solver – Resilience shows how easily these situations could have been avoided with better communication tools and planning. The product is the unsung hero that saves the day without fanfare.
    → Lesson: Make your product the unsung hero in situations where clients have struggled.

  • Humor Through Outlandish Scenarios – The absurdity of the argument, which spins completely out of control, is hilarious while also serving as a stark reminder of how quickly communication breakdowns can snowball.
    → Lesson: Leverage humor by exaggerating frustrations that most viewers will recognize, making your product’s benefits all the more clear.

Humor Breakdown:

The comedy comes from how quickly an innocent conversation spirals into chaos. The audience will recognize the overblown nature of the argument, while the tension mounts humorously. The ad smartly mirrors how everyday problems in the workplace can quickly escalate without the right tools to handle them. It’s the old “don’t let things get out of hand” message, delivered with clever humor.

Final Verdict:

Resilience effectively blends humor with a clear business message. By taking a relatable problem and turning it into a chaotic scene, the ad makes its point loud and clear—without the right tools, communication can quickly turn into an argument no one wins. Resilience’s product is the calming influence, and the ad does a great job of positioning it as the solution.

Brave-o-meter score:
B-6 | R-7 | A-7 | V-6 | E-6
BRAVE – 6.4/10

Watch the full ad & learn more:
Website: Resilience
LinkedIn: Resilience 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.

Share on social media

Related Videos

NerdWallet | Future You

Wealthsimple | Martin Short’s Short Day at Work

SAP | Product Promotion

HoneyBook | The One-Stop Shop for Your Business

Intuit QuickBooks | Presents: The New Business Dilemma

Back to videos

Let’s jump on a call

The secret behind the world’s greatest B2B adverts, Super Bowl campaigns.

Book a call

Brought to you by