Zoho | Excitement meets Zoho One

Zoho One’s ad leans into absurd humor and exaggerated enthusiasm to make business software—usually a dry topic—feel like the most exciting thing on the planet. The spot plays on over-the-top excitement, treating Zoho’s integrated business software suite like a life-changing revelation.

The Formula (That Works at Any Budget):

  • Exaggerated Reactions = Immediate Engagement – The main character’s comically extreme excitement about discovering Zoho One makes it impossible to ignore. His energy is infectious, making the audience curious about what’s so amazing.
    Lesson: Dial up the enthusiasm to make even “boring” topics exciting.

  • Contrasting Emotional States = Comedy Gold – The people around him are confused or indifferent, which only makes his over-the-top energy funnier.
    Lesson: Play with contrasts—overreactions land better when surrounded by normal reactions.

  • Clear Product Value Without the Sales Pitch – Instead of diving into features, the ad makes it clear that Zoho One solves everything in one place—but without sounding like a corporate sales pitch.
    Lesson: Sell the emotion first, the product second.

Humor Breakdown:

Absurd enthusiasm – The protagonist reacts as if he’s won the lottery, but it’s just business software. That contrast between reality and reaction creates instant comedy.

Straight-faced surroundings – The lack of excitement from everyone else makes his reaction even funnier.

Physical comedy – From animated facial expressions to outlandish body language, the humor isn’t just in the script—it’s in the performance.

Final Verdict:

Zoho One takes a bold, humorous approach to business software, proving that even “serious” B2B products can be marketed with fun and energy. The ad’s comedic exaggeration makes Zoho One stand out in a sea of forgettable software ads.

Brave-o-meter score:
B-5 | R-7 | A-6 | V-6 | E-7
BRAVE – 6.2/10

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

  • BBoldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • RRelevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • AAttention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • VVibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • EEffectiveness: 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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