B2B Video Library

Squarespace | Make It With Keanu Reeves

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In this ad, Squarespace features Keanu Reeves in a surreal and humorous scenario where he rides his motorcycle in the middle of a desert highway while standing on it, citing lines from Will Power’s “Adventures In Success.” The commercial emphasizes the ease and creativity that Squarespace offers to individuals looking to build their own websites.

The Formula (That Works at Any Budget):

Surreal Imagery = Memorable Branding
The unexpected and visually striking scene of Keanu Reeves standing on a moving motorcycle in the desert captures attention and makes the ad memorable.
→ Lesson: Use unexpected visuals to create a lasting impression.

Celebrity Endorsement = Instant Credibility
Featuring Keanu Reeves, a beloved and well-known figure, lends credibility and draws attention to the brand.
→ Lesson: Leverage celebrity endorsements to enhance brand recognition.

Clear Message = Direct Communication
The ad communicates the ease and creativity of building a website with Squarespace, aligning with the brand’s core message.
→ Lesson: Ensure your ad’s message aligns with your brand’s core values.

Humor Breakdown:

The humor in this ad is subtle and situational. The absurdity of the scenario—Keanu Reeves standing on a moving motorcycle in the desert—combined with the serious tone of the voiceover, creates a comedic contrast that is both surprising and amusing.
→ Lesson: Use situational humor to create engaging and memorable content.

Final Verdict:

The Squarespace “Make It With Keanu Reeves” ad effectively uses surreal imagery, celebrity endorsement, and subtle humor to convey the brand’s message of creativity and ease in building websites. The unexpected visuals and Keanu Reeves’ presence make the ad both memorable and engaging.

BRAVE-o-meter Score:
B-9 | R-8 | A-9 | V-9 | E-8
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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