B2B Video Library

Zapier | It doesn’t take a magic wand to grow your business. It takes Zapier.

Zapier pokes fun at the idea that growing a business requires supernatural forces, replacing spell-casting with the real magic of automation. The ad humorously contrasts the over-the-top fantasy of using a wand for business tasks with the practical simplicity of Zapier—proving that no magic is needed when automation does the heavy lifting.

The Formula (That Works at Any Budget):

Fantasy vs. Reality = Clear Contrast – The ad builds up an absurd, mystical expectation before undercutting it with a real-world solution: Zapier’s automation.
 → Lesson: Exaggerate a common misconception, then pivot to your product as the logical answer.

Workplace Struggles = Instant Buy-In – The frustration of juggling multiple tools manually is something every business can relate to, making Zapier’s automation feel like an obvious fix.
 → Lesson: Use humor to mirror your audience’s pain points before introducing your product as the savior.

Minimalism = Maximum Clarity – The ad skips deep feature explanations, keeping things light, engaging, and to the point: Zapier connects your tools and automates your work, no magic required.
 → Lesson: A focused, straightforward message is more memorable than a complex explanation.

Humor Breakdown:

Absurd Solutions – The ad leans into the ridiculousness of magic-based business growth, making Zapier’s automation feel like the obvious alternative.
 Deadpan Delivery – The humor works because the magical premise is treated seriously before reality kicks in, creating a comedic contrast.
 Expectation Subversion – Viewers are momentarily led to believe the ad will take a fantasy route before Zapier flips the script, making the punchline land harder.

Final Verdict:

Zapier’s ad is a fun, engaging way to show that automation isn’t magic—it’s just smart business. By playing with fantasy elements and grounding them in a relatable workplace struggle, the ad makes Zapier’s value clear, entertaining, and impossible to forget.

Brave-o-meter score: 

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

BRAVE – 8/10

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