B2B Video Library

ServiceNow | Idris Elba explains how AI Agents Work for you

Actor Idris Elba explains the ServiceNow platform in a modern office setting. He introduces AI agents—digital helpers that automate tasks like resolving customer issues and flagging network problems.

A co-worker jokes about them being “secret agents.” Idris clarifies they’re more like autonomous minions working behind the scenes. The message is simple: with AI agents, teams can work better together. The ad ends with the line “Put AI to Work For People” and the ServiceNow logo.

The Formula (That Works at Any Budget)

Relatable Metaphor = “Autonomous Minions”
The ad replaces complex AI jargon with a playful metaphor, making the technology easy to understand and memorable.
→ Lesson: Use simple, visual language to help audiences grasp technical products.

Celebrity Endorsement = Idris Elba Builds Trust
Idris Elba delivers the message with confidence and warmth, adding credibility and capturing attention.
→ Lesson: A trusted spokesperson elevates your brand’s message.

Conversational Format = Easy-to-Follow Explanation
The friendly office dialogue makes the benefits of AI sound natural and relatable, avoiding technical overload.
→ Lesson: Real-world conversations make complex products approachable.

Humor Breakdown

Humor comes from comparing AI agents to secret agents and minions, softening the high-tech concept with personality. It keeps the tone human and makes the message more memorable.
→ Lesson: Light humor makes technical topics more engaging and easier to digest.

Final Verdict

ServiceNow turns AI into a relatable, people-first message. Using Idris Elba adds charisma, while simple language and humor make the ad memorable. It clearly shows how AI agents help teams work smarter, not harder.

BRAVE-o-meter Score

B-6 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.2/10

Watch the full ad & learn more:
Website: servicenow.com
LinkedIn: ServiceNow 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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