B2B Video Library

UKG | Time of Your Life

UKG’s “Time of Your Life” ad uses a mix of humor and emotional appeal to emphasize the importance of work-life balance and the role UKG’s workforce management solutions play in achieving it. The ad focuses on the idea that managing time effectively leads to better employee satisfaction, productivity, and overall happiness at work.

The Formula (That Works at Any Budget):

Relatable Pain Point = Instant Connection – The ad taps into the universal struggle of balancing work and personal life, which resonates with nearly every employee. → Lesson: Identify the everyday challenges your target audience faces and show how your product or service can make a difference.

Emotional Appeal = Stronger Engagement – By focusing on the emotional aspect of work-life balance, UKG makes an appeal to both the practical and emotional needs of the audience. → Lesson: Incorporating emotional appeals can strengthen your connection with the audience while presenting a solution.

Optimistic Resolution = Memorable Message – The ad concludes on a high note, showing how UKG’s solution leads to a more balanced, fulfilling life, both professionally and personally. → Lesson: End on a positive, uplifting message that leaves the audience feeling hopeful and confident in your solution.

Humor Breakdown:

Subtle Humor in Relatable Situations – The ad uses lighthearted humor to highlight the chaos of everyday life, from juggling work deadlines to personal commitments. Feel-Good, Optimistic Humor – Rather than relying on sarcastic or exaggerated humor, the ad maintains an optimistic tone, encouraging the viewer to imagine the joy of work-life balance. Situational Humor – The humor is drawn from relatable everyday moments that anyone who has ever struggled with time management can understand.

Final Verdict:

UKG’s “Time of Your Life” effectively blends humor with emotional resonance to deliver a compelling message about the value of work-life balance. The ad reminds viewers that solutions like UKG can help create a healthier, more fulfilling professional life, while also keeping the humor light and accessible.

Brave-o-meter score: 

B-8 | R-9 | A-7 | V-8 | E-8

BRAVE – 8/10

Watch the full ad & learn more:
 Website: UKG
 LinkedIn: UKG LinkedIn Page

(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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