A “Problemotional” Review of 2023’s Best B2B Video Ads: Endor Labs
Endor Labs nailed the B2B soap opera approach for software security. It’s takes a fun, creative spin on a common struggle in the world of software development – the tension between speed and security. Instead of a dry explainer video, this B2B video ad embraces a hilarious “code custody hearing” to dramatize the challenges of managing open source dependencies.
Let’s break down why this is B2B gold using the PESO framework:
P: Problem/Pain
Speed vs. Security: The ad cleverly frames the problem as a courtroom battle, pitting “Engineering” against “Security” in a fight for control over the precious code (represented by a literal baby in a basket—genius!). This immediately highlights the classic tension between these two departments: Engineering’s need to ship code quickly versus Security’s focus on minimizing risks.
The Log4j Nightmare: The ad name-drops the infamous Log4j vulnerability, instantly triggering a collective shudder among IT professionals. This references a real-world security nightmare, reminding viewers of the potentially devastating consequences of unmanaged open source dependencies.
The Hidden Risks of Open Source: The dialogue focuses on the difficulty of manually reviewing every dependency and the fear of “unused code” becoming a future vulnerability. This speaks to the hidden risks that can lurk within open source software, even seemingly harmless code can become a ticking time bomb.
E: Emotion
Humorous Hyperbole: The courtroom drama format, complete with over-the-top arguments and a judge wielding a chainsaw, is pure comedic gold. It injects humor into a potentially dry topic, making it more engaging and memorable.
Relatable Frustration: While exaggerated for comedic effect, the arguments between Engineering and Security tap into real frustrations. Engineering’s need for speed often clashes with Security’s cautious approach, leading to tension and conflict.
A Sigh of Relief: The final scene, with the judge literally splitting the “code baby” in half, is both absurd and hilarious. It provides comic relief while subtly suggesting that there’s a better way to handle open source security.
S: Solution
The Mediator (Not the Chainsaw Wielder): The ad cleverly positions the company as a solution to the Engineering vs. Security battle. Endor Labs, by implication, is the mediator, the voice of reason, helping these two departments find common ground.
Intelligent Open Source Management: The ad implies that Endor Labs offers tools and strategies to intelligently manage open source dependencies, reducing risk without sacrificing development speed. It suggests a more balanced and collaborative approach to software security.
Peace of Mind (and Code Integrity): The ad leaves viewers with the impression that Endor Labs can bring peace to the chaotic world of open source. It hints at a solution that allows businesses to use open source with confidence, knowing that their software is secure and their teams are aligned.
O: Outcome
Harmony Between Engineering and Security: The ad subtly suggests an outcome where Engineering and Security work together seamlessly, using Endor Labs to manage open source effectively. This fosters a culture of collaboration and shared responsibility for security.
Faster Development Cycles, Reduced Risk: The ad implies that Endor Labs helps businesses ship software faster while maintaining a high level of security. It offers a win-win scenario for both speed and safety.
A More Secure and Innovative Future: By empowering businesses to embrace open source without fear, Endor Labs contributes to a more secure and innovative future for software development.
Overall
Endor Labs’ “code custody hearing” ad is a clever and hilarious example of how a B2B video ad can leverage problem-humor and relatable scenarios to address a complex technical issue. It’s a refreshing departure from traditional B2B video marketing, using a touch of absurdism to make a serious point.
The ad resonates with software developers and security professionals alike, offering a solution that promises to bring harmony (and hopefully, no more chainsaw-wielding judges) to the world of open source security.
