B2B Video Library

Zoom | Zoom Contact Center: For when your customers’ plans don’t go as planned

Zoom takes a lighthearted approach to customer service disasters, showing how unexpected mishaps—like a wedding officiant getting stuck in traffic—can spiral out of control without the right support. The ad positions Zoom Contact Center as the seamless, reliable solution that keeps businesses connected, even when chaos strikes.

The Formula (That Works at Any Budget):

High-Stakes, Everyday Disaster = Instant Engagement – A wedding ceremony going off the rails is a universally stressful (and funny) scenario that grabs attention fast.
 → Lesson: Use high-stakes but relatable situations to highlight the value of your product.

Seamless Solution = Clear Contrast – Zoom Contact Center effortlessly resolves the crisis, reinforcing how technology can keep business running smoothly.
 → Lesson: Let the problem build before smoothly introducing your product as the perfect fix.

Fast-Paced Storytelling = High Retention – The quick escalation from minor hiccup to full-blown disaster keeps viewers engaged, making the solution feel even more satisfying.
 → Lesson: Keep your pacing snappy to hold attention and make the payoff feel rewarding.

Humor Breakdown:

Escalating Absurdity – What starts as a small issue (an officiant being late) turns into a full-scale wedding meltdown, exaggerating the problem for comedic effect.
 Deadpan Reactions – The bride and groom’s reactions to the chaos amplify the humor by playing it straight.
 Smooth Resolution Punchline – The wedding is saved with Zoom, proving the point while delivering a satisfying comedic payoff.

Final Verdict:

Zoom nails the blend of humor and practicality, making customer service feel not just necessary but lifesaving. When disaster strikes, Zoom Contact Center makes sure your business doesn’t miss a beat.

Brave-o-meter score: 

B-6 | R-8 | A-7 | V-7 | E-8

BRAVE – 7/10

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