B2B Video Library

Rippling.com | Work Magic

Rippling’s “Work Magic” commercial presents a fun and magical approach to simplifying HR and IT processes. It takes viewers on a whimsical journey, showing how Rippling’s platform makes managing employee systems as easy as casting a spell, with seamless integration and automation.

The Formula (That Works at Any Budget):

Magical Metaphor = Instant Engagement – The ad uses the metaphor of “magic” to make HR tasks feel effortless and enchanting. The whimsical visuals and light-hearted tone make complex business tasks seem simple and even fun. → Lesson: Simplify complex solutions with metaphors or themes that create instant emotional connections and make the audience feel like the product will transform their daily work life.

Exaggerated Problem-Solution = Humor + Clarity – The ad exaggerates how clunky and difficult HR tasks can be without Rippling, contrasting it with the ease and convenience that Rippling provides. This keeps the solution front-and-center in a humorous, relatable way. → Lesson: Amplify your audience’s pain points and offer an exaggerated, easy solution to highlight how your product solves their biggest problems.

Playful Tone = Approachability – The whimsical, fun tone helps make a typically dry subject (HR and IT management) feel approachable and less intimidating. The playful visuals and narrative create a sense of delight around a traditionally tedious task. → Lesson: A light, playful tone can help make your brand feel more relatable and approachable, even when addressing business processes.

Humor Breakdown:

The humor in this ad comes from the magical metaphor, turning HR and IT tasks into something that can be effortlessly handled with “a wave of a wand.” It’s light, whimsical humor that highlights the ease Rippling brings to a traditionally complex area. The over-the-top approach adds an element of fantasy and fun, making the message more engaging while still clearly communicating the product’s value.

Final Verdict:

Rippling’s “Work Magic” ad cleverly uses humor and a playful tone to transform a complex and often dull subject into something fun and exciting. By making HR and IT management feel magical, the ad positions Rippling as a simple, effective solution for businesses looking to streamline their processes.

Brave-o-meter score: 

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

BRAVE – 7.8/10

Watch the full ad & learn more:
 Website: Rippling
 LinkedIn: Rippling 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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