B2B Video Library

Squarespace | Bakery

Squarespace’s “Bakery” ad is a visually engaging piece that highlights how the platform empowers small business owners to establish a compelling online presence. Set in a charming bakery, the ad underscores the seamless integration of Squarespace’s tools to showcase products and connect with customers effectively.

The Formula (That Works at Any Budget):

Authentic Setting = Instant Connection
By situating the ad in a real-world bakery, it immediately resonates with viewers who appreciate genuine, relatable environments.
→ Lesson: Utilize authentic locations that reflect your target audience’s experiences to foster a deeper connection.

Product in Action = Demonstrated Value
The ad features the baker actively using Squarespace to update her website, illustrating the platform’s user-friendly interface and practical benefits.
→ Lesson: Showcasing your product in use helps potential customers visualize its application and ease of use.

Original Music = Memorable Atmosphere
The ad is accompanied by a custom French-inspired tune, enhancing the ambiance and leaving a lasting impression.
→ Lesson: Tailored music can elevate the mood and reinforce brand identity, making the ad more memorable.

Clear Call-to-Action = Encouraging Engagement
Concluding with a prompt to visit Squarespace’s website encourages viewers to take the next step.
→ Lesson: A direct call-to-action guides potential customers towards engaging with your product or service.

Final Verdict:

Squarespace’s “Bakery” ad effectively combines authentic visuals, practical demonstrations, and a distinctive soundtrack to showcase how the platform can help small businesses flourish online. It’s a testament to the power of integrating product functionality with relatable storytelling.

Brave-o-meter score:

B-8 | R-9 | A-8 | V-9 | E-9
BRAVE – 8.6/10

Watch the full ad & learn more:
Website: Squarespace
LinkedIn: Squarespace

(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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