A “Problemotional” Review of 2023’s Best B2B Video Ads: EY
This B2B video ad follows a dramatic and intriguing take on the challenges faced by businesses and the power of transformation. EY’s video ad uses a spy-movie aesthetic, with a sense of suspense and intrigue, to show how they can help companies become agents of change.
Using the PESO framework, let’s take a look at the magic behind this video:
P: Problem
The Burnout of Impossible Odds: The video opens with a man in a suit handing in his resignation, implying that the pressure of facing impossible odds and constant challenges can be overwhelming. The use of a stark and formal setting reinforces the seriousness of the situation.
The Need for Transformation: The ad emphasizes that businesses need to adapt and transform to survive in a dynamic world. The scene with the man talking about feeling like he’s “on his own” suggests that many individuals and companies lack the support and resources they need to navigate change effectively.
Outdated Approaches: The scene of the man talking about “gadgets” subtly highlights the problem of relying on outdated methods. It suggests that some businesses are stuck in their ways, relying on old technology and processes that are no longer efficient.
E: Emotion
Suspense and Intrigue: The ad uses a suspenseful and intriguing style. The dark visuals, dramatic music, and the use of a formal setting create a sense of anticipation and urgency.
Relatable Frustration: The scenes of the man struggling with challenges and the woman’s tense demeanor resonate with anyone who has faced the pressures of a demanding work environment. It taps into the shared experience of feeling overwhelmed and seeking solutions.
The Desire for Change: The ad creates a sense of urgency and the need for change. The woman’s questioning and the man’s eventual resignation suggest that businesses are seeking new and innovative ways to transform and thrive.
S: Solution
EY: The Agent of Change: The ad positions EY as a solution that can help businesses transform. The scenes of the EY representative presenting innovative solutions, with a focus on technology, data, and AI, showcase EY’s capabilities.
A Comprehensive Approach: It emphasizes EY’s ability to provide a top-to-bottom approach to transformation. The phrase “top to bottom strategy to execution” suggests that EY can guide companies through every step of the change process.
The Power of Technology and Expertise: The ad highlights EY’s expertise in technology and data. The scenes of the EY representative presenting their solutions, with a focus on AI and cyber analytics, show that EY possesses the knowledge and resources to help businesses leverage technology for transformation.
O: Outcome
A New Vision for the Future: EY conveys that they can help businesses create a new vision for the future. The scene of the man returning to work, with a renewed sense of purpose and direction, suggests that EY can help companies embrace change and achieve a more positive outcome.
A More Successful and Resilient Business: The ad implies that EY can help businesses become more successful and resilient. The scenes of the EY representative presenting their solutions, with a focus on technology and data, suggest that EY can equip companies with the tools they need to thrive in a dynamic and challenging world.
Building a Better Working World: It ends with the tagline “Building a better working world,” a message of hope and optimism. The scene of the man returning to work, with a renewed sense of purpose, reinforces the idea that EY can help companies create a more positive and sustainable future.
Overall
This B2B video ad effectively conveys EY’s ability to equip companies with the resources and expertise they need to become agents of positive change and build a better future. It’s compelling and thought-provoking.
The dramatic and intriguing style captures attention, taps into the shared challenges of businesses, and showcase EY as a trusted partner in navigating change.
