A “Problemotional” Review of 2023’s Best B2B Video Ads: DocuSign
DocuSign decided to turn paperwork into punchlines with the “problemotional” formula, producing a video ad and laugh-out-loud experience that would make even the most serious executives crack a smile.
Let’s dive deeper into what makes this video ad B2B Gold with the PESO framework:
P: Problem/Pain
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The Paperwork Nightmare: Their ad opens with a man searching through a stack of folders, representing the typical frustration of dealing with paper-based documents. It highlights the challenges of managing contracts, approvals, and other important documents manually.
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The Inefficiency of Paper: They shows the struggle of physically finding, printing, signing, and sending documents. This process is tedious, time-consuming, and can lead to delays and errors.
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The Cost of Paper: The ad implies that relying on paper-based systems can lead to increased costs in terms of time, resources, and potential errors.
E: Emotion
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Humorous Relief: They use humor to emphasize the absurdity of the situation. The frantic search through folders, the stack of paper falling on the man’s head, and his desperate calls for help create a comedic scene.
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Relatable Struggle: The video taps into the frustration that many professionals and business owners experience when dealing with paperwork and the pressure to get things done quickly and efficiently.
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The “Better Way” Solution: It uses a quick visual change to shift the tone from frustration to optimism, creating a sense of relief when the “better way” of digital signing is revealed.
S: Solution
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DocuSign’s Digital Signing: The ad introduces DocuSign as a solution to the paperwork nightmare, showcasing how its digital signing capabilities can streamline the process.
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Digital Efficiency: DocuSign shows how they can simplify the process of signing documents, making it faster, easier, and more efficient to manage contracts and approvals.
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Seamless Integration: It implies that DocuSign can be easily integrated with existing workflows, making it a seamless and efficient addition to any business’s digital processes.
O: Outcome
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A More Efficient Workflow: They visually shows the positive outcome of adopting DocuSign. The video shifts from a chaotic and frustrated scene to a calm and relaxed office environment, suggesting that digital signing can help create a more efficient workflow.
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Improved Collaboration and Productivity: The video implies that using DocuSign can improve collaboration and productivity by streamlining the document approval process, allowing businesses to move faster and get more done.
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A Paperless Future: It suggests that DocuSign is a way to transition to a more paperless and efficient future, ultimately leading to a more streamlined and productive business.
Overall:
This video ad is a powerful reminder of how inefficient traditional paper-based processes can be and highlights the benefits of adopting a more streamlined, digital approach.
DocuSign’s video ad is a model example of how to use problem-humor that leaves us chuckling – all while making document signing seem like the coolest thing since sliced bread. They’re not just selling software; they’re selling a world where paperwork is a punchline, not a pain.
If only all B2B video ads could be this entertaining.
