B2B Video Library

ServiceNow | That was service then, this is ServiceNow

Jim, a customer service manager, talks with his colleague Nick about the challenges their team used to face. They handled a flood of calls, chats, emails, and cases that slowed their work.

Jim explains how ServiceNow AI Agents automate many repetitive tasks. These include resolving customer cases, verifying licenses, and updating records — all requiring minimal human approval.

He highlights the unified workspace that brings all customer info into one place. This helps the team respond faster and improves customer satisfaction (CSAT). A light joke about CSAT “orbiting like a satellite” adds a friendly tone.

The Formula (That Works at Any Budget)

Painful truth: Overwhelmed customer service teams
The ad shows how customer service reps struggle with too many support requests.
→ Lesson: Address real pain points to connect with your audience immediately.

Clear contrast: Old chaos vs. AI-powered efficiency
Jim demonstrates how ServiceNow changes messy workflows into smooth, automated processes.
→ Lesson: Use before-and-after comparisons to highlight your product’s impact.

Product demo and proof: Live UI + measurable results
The ad features the ServiceNow interface and shares stats on faster case resolution and higher CSAT scores.
→ Lesson: Use product visuals and data to build credibility and trust.

Humor Breakdown

The ad uses light office humor — like jokes about “swivel chair gymnastics” and Nick mixing up CSAT with a satellite. This makes the tech topic more relatable and memorable.
→ Lesson: Gentle humor humanizes your message and keeps viewers engaged.

Final Verdict

ServiceNow clearly shows how AI agents reduce repetitive tasks and boost customer satisfaction. With relatable scenes, real demos, and data-backed claims, plus a bit of humor, this ad positions ServiceNow as a user-friendly AI solution for customer service teams.

BRAVE-o-meter Score

B-6 | R-9 | A-7 | V-7 | E-8
BRAVE – 7.4/10

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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