A man’s day falls apart as critical systems fail around him. It starts with news alerts about major transport and computer bugs. Soon, his phone shows suspicious banking activity. His bus is delayed, traffic turns chaotic, and even police seem caught in the disruption. Production lines freeze. Airports and subways shut down. At a hospital, he’s told his father’s operation is cancelled—technical issues have locked access to patient files. At the grocery store, his card is declined due to earlier fraudulent purchases. He tries calling a taxi, but they’re affected too. Finally, stuck in his car with no GPS or system connection, he wonders: “Why is this happening to me?”
The Formula (That Works at Any Budget)
Painful truth = Widespread digital vulnerability
The spot imagines what happens when cybersecurity fails at every level—transport, banking, healthcare, logistics, even personal tech.
→ Lesson: Show the full domino effect of failure to elevate urgency.
Relatable framing = One man’s unraveling day
Instead of focusing on abstract tech, the chaos is filtered through one person’s daily life. This makes the danger tangible and emotional.
→ Lesson: Humanize global problems with personal stakes.
Direct challenge = A closing question
Rather than pitching features, the ad ends by forcing the viewer to assess their own cybersecurity confidence.
→ Lesson: Use introspective questions to turn concern into action.
Humor Breakdown
There’s a touch of dark irony in the protagonist’s reactions. His quiet confusion turns to desperation as the world glitches around him. While not played for laughs, the surreal pace and escalating inconvenience deliver a slow-burn comedic tension.
→ Lesson: Even serious ads can use subtle absurdity to heighten emotional payoff.
Final Verdict
Thales delivers a grounded, intense look at how fragile modern life can be without secure systems. By anchoring the chaos in one man’s experience, the ad turns a global risk into a personal story. It avoids fearmongering but still leaves the viewer unsettled—in a good way.
The final question sticks with you: Would you be ready if this happened to you?
Brave-o-meter Score:
B-7 | R-9 | A-8 | V-7 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: thalesgroup.com
LinkedIn: Thales on LinkedIn
