A “Problemotional” Review of 2023’s Best B2B Video Ads: James Hardie
James Hardie skillfully blends emotional storytelling with a powerful brand message in their B2B video ad, highlighting the devastating impact of wildfires while showcasing the company’s commitment to rebuilding communities. They go beyond the traditional product-focused approach.
Let’s break down the ad using the PESO framework:
P: Problem/Pain
The Devastating Reality of Wildfires: The ad opens with stark imagery of a scorched landscape, burnt trees, and a destroyed car. The text “Grizzly Flats, CA” sets the scene, referencing a real community ravaged by wildfire, that instantly establishes a sense of loss and devastation, tapping into the anxieties of a growing global concern.
The Fragility of What We Build: The ad subtly highlights the fragility of our built environment in the face of natural disasters. The destroyed homes, the charred remnants of belongings, and the sense of emptiness left behind serve as a powerful reminder of how quickly everything we’ve worked for can be lost.
The Need for Strength and Resilience: They shift the focus from loss to the need for strength and resilience. The survivors’ stories, their determination to rebuild, and their expressions of hope amidst the devastation underscore the human spirit’s ability to overcome adversity.
E: Emotion
Visceral Impact: It starts with a sense of shock and sadness. The somber music, the quiet interviews, and the haunting images of destruction evoke strong emotions, making the impact of the wildfire visceral and immediate.
Hope Through Community: The ad then shifts to a more hopeful tone, focusing on the community’s resilience and the acts of kindness that emerge in the aftermath of the fire. The tool shed, where people can borrow equipment to help rebuild, symbolizes this spirit of unity and support.
Rebuilding Lives, Restoring Hope: The ending, with children playing on the site of a rebuilt home and a serene sunset over a recovering landscape, leaves viewers with a feeling of optimism. It suggests that while the scars of disaster remain, rebuilding is possible, and hope can emerge from the ashes.
S: Solution
Building for a Stronger Future: The ad subtly introduces James Hardie as a company that understands the importance of resilience. It’s not just about selling building materials; it’s about contributing to a safer and more durable future for communities facing natural disasters.
Fire-Resistant Building Products: It mentions James Hardie’s fire-resistant siding, implying that their products played a role in protecting some homes from complete destruction. This positions James Hardie as a company that not only helps rebuild but also provides solutions to mitigate future risks.
More Than Just Building Materials: James Hardie’s emphasizes their commitment to supporting communities affected by wildfires. This includes providing products, raising awareness, and partnering with organizations like the West Slope Foundation to assist in recovery efforts.
O: Outcome
A Path to Recovery: The ad showcases the tangible outcome of James Hardie’s involvement: rebuilt homes, a community coming together, and a sense of renewal. It demonstrates the company’s positive impact, moving beyond the product itself to show how their contributions make a real difference.
A Foundation for Hope: They focus on resilience and the determination of the Grizzly Flats community implies a brighter future. James Hardie is positioned as a partner in this recovery, helping to lay the foundation for a stronger and more resilient community.
Building a Sense of Security: It subtly suggests that by using James Hardie products, homeowners can create a greater sense of security and peace of mind. Their fire-resistant materials provide a layer of protection, offering hope that even in the face of devastating events, rebuilding is possible.
Overall
It’s a poignant example of how a B2B brand can connect with viewers on a human level by tapping into themes of loss, resilience, and hope. Leveraging emotional storytelling and a powerful message enables James Hardie to establish a deep connection with their viewers.
It’s B2B video ad that effectively highlights the company’s commitment to helping communities rebuild and recover from disasters, presents James Hardie as not just being a building materials supplier but as a partner in creating a safer and more resilient future.
