We open with Zach, an overwhelmed HR manager struggling to create a company-wide survey. The voiceover lists common challenges—what to ask, how to structure it, and how to get useful results. Zach clicks “Build a Survey” on SurveyMonkey. Instantly, the mood shifts. With templates, suggested questions, and scoring tools, Zach quickly builds the perfect survey and looks confident.
Next, we meet Emily—a survey expert—who uses advanced features like logic, question randomization, and custom variables. She collaborates with her team and taps into SurveyMonkey’s audience panels to gather market insights, helping launch a successful new product (sunglasses).
Finally, we see Mark in customer success, collecting Net Promoter Scores and tracking results on his phone—proving surveys can work even on the go.
The ad ends with a clear message: Anyone can succeed with surveys using SurveyMonkey—no matter their role or company size.
The Formula (That Works at Any Budget)
Painful Truth = Survey creation is overwhelming
Zach’s initial panic shows the very real stress of starting a survey from scratch. The voiceover reinforces it with common doubts and challenges.
→ Lesson: Start with your audience’s pain to create instant empathy.
Feature Showcase = Show, don’t just tell
We see a wide range of SurveyMonkey tools in action: templates, logic, collaboration, audience targeting, and mobile access. Each one solves a clear problem.
→ Lesson: Visually walk through your product’s features to build trust and clarity.
Real-World Results = Surveys that actually drive outcomes
From better employee perks to product launches and customer satisfaction, every story leads to a measurable win.
→ Lesson: Always link your product to specific, valuable business outcomes.
Humor Breakdown
The ad uses soft, relatable humor—like Zach’s transformation from stressed-out to smug, or abstract ideas like survey insights materializing as real-world benefits. These moments keep the tone light and accessible.
→ Lesson: Use visual humor and contrast to make complex tools feel easy and human.
Final Verdict
SurveyMonkey delivers a clear, polished, and relatable ad that addresses the stress of building surveys while showcasing its ease of use. By featuring three distinct users (HR, Marketing, Customer Success), it appeals to a broad range of professionals. Each scene ties a product feature to a real business win, making the value proposition feel immediate and actionable.
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: surveymonkey.com
LinkedIn: SurveyMonkey on LinkedIn
