SAP turns a corporate HR nightmare into a literal flood. The video opens on an overwhelmed HR leader sitting in a rapidly flooding office—paperwork floating, employees flailing, and a clear sense of drowning in disorganization. But at the center of it all, the HR lead remains calm, dry, and in control. Why? Because SAP’s human capital management tools keep her afloat.
The water metaphor isn’t subtle—but it doesn’t need to be. It makes the stress of managing people and processes instantly tangible. And the payoff? A message of control, clarity, and trust in SAP.
The Formula (That Works at Any Budget)
Literal Metaphor = Instantly Grabs Attention
Flooding office = HR chaos. This visual metaphor does the heavy lifting—no need for exposition or forced dialogue. It’s clear, immediate, and scroll-stopping.
→ Lesson: Use bold visuals to externalize internal stress.
Calm Hero = Relatable, Aspirational Outcome
While coworkers panic, the HR leader is cool, composed, and supported. It shows—not tells—the value of SAP.
→ Lesson: Let your customer persona model success. Your product is the enabler, not the focus.
Tight Ending = Clear, Confident CTA
The ad closes with the line “Stay unsinkable,” paired with SAP’s solution for human capital management. It’s short, strong, and outcome-focused.
→ Lesson: Great B2B ads solve a problem, then promise a transformation.
Humor Breakdown
The humor here is situational and understated. The exaggerated flood is played straight—there’s no slapstick—but the absurdity of people paddling through an office in inflatable rafts makes the stress feel familiar without being overwhelming.
→ Lesson: You don’t need jokes—just smart, exaggerated situations your audience relates to.
Final Verdict
SAP’s HR ad nails the formula: dramatize the pain, contrast it with calm, and connect it to your product. It’s visually engaging, easy to follow, and emotionally resonant—without ever leaning into clichés. It’s a great example of metaphor-led B2B storytelling that keeps your product in the background, and your customer’s success in the spotlight.
BRAVE-o-meter Score:
B-7 | R-9 | A-7 | V-8 | E-9
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: SAP.com
LinkedIn: SAP on LinkedIn
