B2B Video Library

Wistia | This ad for Soapbox cost $100,000 to produce

In this ambitious commercial, Wistia explores the relationship between budget and creativity by producing three distinct ads for their video creation tool, Soapbox, each with a different budget: $1,000, $10,000, and $100,000. The $100,000 version showcases high-end production values, aiming to demonstrate how increased investment impacts the final product.​

The Formula (That Works at Any Budget)

Budget Variation + Consistent Messaging = Insightful Comparison

By maintaining the same core message across all three ads, Wistia provides a clear comparison of how budget influences production quality and audience perception.​

→ Lesson: Consistent messaging allows for effective evaluation of different production approaches.​

High Production Value = Enhanced Visual Appeal

The $100,000 ad employs professional equipment, a large crew, and polished visuals to create a cinematic experience.​

→ Lesson: Investing in high production quality can elevate the visual appeal of your content, potentially attracting a broader audience.​

Audience Engagement = Measuring Effectiveness

Wistia analyzed viewer engagement across all three ads to assess which budget level yielded the most effective results.​

→ Lesson: Evaluating audience response is crucial in determining the success of different marketing strategies.​

Humor Breakdown

The ad incorporates a self-aware and humorous tone, acknowledging the extravagant production while playfully questioning its necessity.​

→ Lesson: Using humor to highlight and question marketing norms can engage audiences and encourage critical thinking.​

Final Verdict

Wistia’s ‘This ad for Soapbox cost $100,000 to produce’ serves as a compelling case study in video marketing, demonstrating that while high budgets can enhance production quality, they don’t necessarily guarantee increased effectiveness. The experiment underscores the importance of aligning budget with strategic goals and audience expectations.

BRAVE-o-meter Score:

B-8 | R-9 | A-7 | V-8 | E-9
BRAVE – 8.2/10

​Learn more:
Website: Wistia
LinkedIn: Wistia on LinkedIn

(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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