A “Problemotional” Review of 2023’s Best B2B Video Ads: Splunk
Splunk is soaring above the cloud turbulence with its clever “Cloud Facts” concept, effectively using subtle humor and relatable situations to connect with their target audience. It’s concise, visually engaging, and drives home a clear message: navigating the cloud can be bumpy, but Splunk can make your journey smoother.
Let’s unpack this ad through the lens of the PESO framework:
P: Problem/Pain
The Turbulent Cloud: The ad opens with a familiar scene: a woman diligently working on her laptop mid-flight while the plane shakes and rattles. It’s a brilliant visual metaphor for the unpredictable nature of cloud initiatives. Migrations, security concerns, cost management – it can feel like you’re constantly hitting air pockets.
A Universal Struggle: The choice to show a woman experiencing these challenges cleverly speaks to a wider range of professionals in the tech industry, moving beyond the stereotypical image of the stressed-out, male IT manager.
Frustration and Focus: The woman’s focused expression, contrasted with her sleeping colleague, speaks volumes about the pain points of cloud management. While everyone else seems relaxed, someone has to stay on top of things, ensuring a smooth journey for the entire business. It’s a feeling many IT professionals and business leaders know all too well.
E: Emotion
Quiet Chaos: The ad doesn’t rely on slapstick comedy but rather creates a sense of relatable tension. The subtle shaking of the camera, the sound of the plane, and the woman’s determined focus build a quiet sense of chaos.
A Touch of Humor: The sleeping colleague provides a subtle comedic element, highlighting the stark contrast between those who are blissfully unaware of cloud complexities and those who are burdened with managing them.
Empathy and Relief: We empathize with the woman’s struggle, but the ad also hints at a sense of relief. We know there’s a better way – a solution that can take the turbulence out of the equation.
S: Solution
Your Co-Pilot for the Cloud: The ad seamlessly transitions to presenting Splunk as the solution. The on-screen text, “Smooth out your cloud initiatives with Splunk,” offers a direct and reassuring message. It’s like saying, “We get it, cloud management can be challenging, but we’re here to help.”
A Trusted Guide: The ad leverages Splunk’s existing reputation as a leader in data analytics, positioning the company as a trusted guide through the complexities of the cloud.
Effortless Control: While the ad doesn’t visually showcase Splunk’s platform, it effectively communicates the core benefit: making complex cloud initiatives feel effortless. It implies that Splunk brings a level of stability and control, allowing businesses to navigate the cloud with confidence.
O: Outcome
A Serene Cloud Journey: The ad leaves us with a feeling of calm and optimism. We envision a world where businesses can confidently leverage the power of the cloud without constant disruptions and stress. It suggests that with Splunk, cloud management becomes a seamless experience – more like a private jet than a turbulent commercial flight.
From Stress to Success: The ad cleverly uses the juxtaposition of a stressful situation and the promise of a smooth solution to imply that Splunk leads not just to calmness but to greater business success.
Empowered by Data: The ad subtly implies that Splunk’s data-driven approach is the key to achieving this smoother cloud experience. By providing real-time insights and proactive monitoring, Splunk empowers businesses to make informed decisions, optimize their cloud environments, and avoid those unexpected bumps in the road.
Overall
This video ad is a prime example of how a B2B video ad can be effective without relying on over-the-top humor or lengthy explanations. Splunk gives us a masterclass in visual storytelling, subtly using humor, relatable situations, and a clear value proposition to capture attention and leave a lasting impression.
It positions Splunk as a trusted partner, guiding businesses towards a smoother, more efficient, and ultimately more successful cloud journey.
