A “Problemotional” Review of 2023’s Best B2B Video Ads: ADP
ADP takes a lighthearted, almost whimsical approach to a very real workplace dilemma: how do we adapt to a world that constantly demands more from us? This B2B video ad’s premise – a solar flare adding an extra hour to the day – is a creative and engaging way to explore the challenges of balancing productivity, well-being, and the ever-changing nature of work.
Let’s unpack this intriguing ad using the PESO framework:
P: Problem/Pain
The 25th Hour Dilemma: The ad kicks off with a fictional news report announcing a 25th hour added to the day due to a solar flare. This immediately sparks curiosity and poses a thought-provoking question: how would we use this extra time? Would it be a blessing or a curse?
The Business World’s Hunger for More: It quickly reveals that businesses are already eyeing this extra hour as an opportunity for increased productivity. The scenes of intense brainstorming sessions, the focus on maximizing profits, and the drive to “stay ahead of the curve” highlight the relentless pressure to achieve more, even when time itself seems to bend.
The Human Cost of “Always On”: The ad subtly conveys the potential downsides of this mindset. The visual of tired employees collapsing from exhaustion, the yearning for sleep, and the acknowledgment that “this is going to wreak havoc on overtime approvals” all point to the human cost of constantly pushing for more.
E: Emotion
Intrigue and Humor: The initial premise of a 25th hour is intriguing, sparking a sense of wonder and possibility. The ad then uses humor to explore the absurdity of the business world’s insatiable appetite for more. The reactions of the diner patrons (“Bacon and eggs, 25/7”) and the boardroom scene where everyone votes to “sleep” provide comedic relief.
Anxiety and Exhaustion: They cleverly use contrasting visuals and a shifting tone to convey the emotional rollercoaster of this 25th hour. The initial excitement quickly gives way to a feeling of anxiety and exhaustion as the pressure to maximize the extra time mounts.
A Longing for Balance: It subtly suggests that true well-being lies in finding a balance between productivity and rest. The image of employees peacefully napping on their desks hints at a need for companies to prioritize employee well-being, even in a world that demands more.
S: Solution
Always Designing for People: It introduces ADP as a company that understands the human element of work. The tagline “Always Designing for People” positions ADP as a partner in navigating the challenges of a changing work landscape, where the needs of employees are considered as important as business goals.
Technology for a Better Work-Life Balance: The ad implies that ADP offers solutions that help businesses manage their HR, payroll, time tracking, talent acquisition, and benefits effectively. This allows companies to streamline processes, reduce administrative burdens, and potentially create a more balanced work environment.
Empowering Businesses to Adapt: ADP expresses that they helps businesses adapt to change, whether it’s a literal extra hour in the day or the evolving demands of the modern workforce. By providing the tools and support businesses need, ADP allows them to navigate challenges and embrace new opportunities.
O: Outcome
A More Harmonious Work Environment: The ad implies that ADP solutions lead to a more harmonious and productive work environment. By streamlining processes, reducing stress, and prioritizing employee well-being, businesses can foster a happier and more engaged workforce.
Time for What Matters: It suggests that by optimizing HR and operational tasks, ADP frees up valuable time for businesses and their employees. This allows them to focus on their core mission, their passion projects, and their personal lives.
A Future Where Work Works for Everyone: The overall message is that ADP is dedicated to creating a future where work works for everyone. It’s a future where technology and human needs are aligned, allowing businesses to thrive while supporting the well-being of their employees.
Overall
This corporate video ad is a thoughtful and engaging of how a B2B brand can use humor and a creative concept to connect with its target audience on an emotional level – an exemplary showcase of how to leverage the “problemotional” formula.
ADP’s “25th hour” ad reminds that even in a world of constant change and increasing demands, businesses should prioritize the well-being of their employees and seek solutions that create a more balanced and fulfilling work experience.
