B2B Video Library

Zendesk | “I like it when he gives me the business”

In this ad, Zendesk humorously personifies the relationship between a business and its customers. The narrative unfolds as a woman recounts her frustrations with her partner—who is revealed to be the business itself. She shares how the business’s poor customer service led her to publicly vent on social media, causing embarrassment. The ad emphasizes the importance of effective customer support and how Zendesk can help businesses avoid such pitfalls.

The Formula (That Works at Any Budget):

Personification of Business-Customer Relationship = Relatable Storytelling
By depicting the business as a partner in a relationship, the ad creates a relatable scenario that highlights the consequences of inadequate customer service. This approach makes the message more engaging and memorable.
→ Lesson: Use personification to make abstract concepts more relatable and impactful.

Humorous Tone = Engaging Messaging
The ad employs humor to address a serious topic, making the message more approachable. The unexpected twist of the business being the partner adds an element of surprise and keeps the audience engaged.
→ Lesson: Incorporate humor to make your message more engaging without undermining its seriousness.

Clear Call to Action = Direct Engagement
The ad concludes with a clear message encouraging businesses to improve their customer service by using Zendesk. This direct approach ensures that the audience understands the next steps.
→ Lesson: Provide a clear call to action to guide your audience towards the desired outcome.

Humor Breakdown:

The humor in this ad is subtle yet effective. The personification of the business and the twist at the end serve as comedic elements that enhance the storytelling without detracting from the message.
→ Lesson: Use subtle humor to enhance storytelling and engage your audience.

Final Verdict:

The Zendesk ad effectively uses humor and personification to highlight the importance of good customer service. By presenting a relatable scenario and providing a clear solution, it communicates the value of Zendesk in an engaging and memorable way.

BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10

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

(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.

Share on social media

Related Videos

Veritas Technologies | The Truth in Cloud: This is impossible

Zendesk | The Zendesk AI Effect

Intuit Turbotax | The Dark Ad

Squarespace | Make It With Keanu Reeves

Walkme | Walkme in real life

Back to videos

Let’s jump on a call

The secret behind the world’s greatest B2B adverts, Super Bowl campaigns.

Book a call

Brought to you by