A “Problemotional” Review of 2023’s Best B2B Video Ads:
Adobe Acrobat uses humor and a unexpected twist to showcase the power of Adobe Sign and its ability to make signing documents easier. It’s B2B video ad with Hasan Minhaj, a recognizable and respected comedian, that highlights how they can help companies streamline their workflows and make deals happen faster.
Let’s break down what makes this ad B2B gold with the PESO framework:
P: Problem/Pain
The Contract Signing Struggle: The ad opens with a man in a suit talking about a contract signing with Adobe. This immediately captures the attention of anyone who has ever dealt with the complexities and frustrations of signing contracts – from printing, scanning, and mailing documents to tracking down signatures.
The “Where’s the Signature” Dilemma: It emphasizes how difficult it can be to get contracts signed. The scene of the man in the suit talking about a potential “acrobat” ad for Adobe suggests that many companies still rely on outdated methods for contract management.
The Need for Streamlined Processes: They subtly amplify the need for a solution that can help companies sign contracts more efficiently. The comedic brilliance of Hasan and his reluctance to “hawk products” combined with the phrase “that was weird” suggests that some companies are searching for a better way.
E: Emotion
Humor and Relatability: Their humorous approach to make the problem relatable. The man in the suit talking with comedian, Hasan Minhaj, adds a significantly playful touch to the ad and his presence makes the ad more engaging and memorable for viewers.
The Desire for Efficiency and Speed: The fast pace and upbeat music create a sense of urgency and the need for a solution that can streamline the process. The man and Hasan working efficiently with Adobe Sign suggests a longing for a platform that can deliver faster results.
The Joy of Getting Deals Done: They showcase the excitement and satisfaction that comes with closing deals. The scene of Hasan Minhaj signing the contract and the use of the phrase “you got it” suggest the joy and relief that comes with having a deal finalized.
S: Solution
The eSignature Solution: It introduces Adobe Sign as a solution that can make signing contracts easier. The scene of Hasan Minhaj signing the contract electronically highlights the platform’s ability to streamline the signing process.
A Seamless and Efficient Experience: The ad emphasizes Adobe Sign’s ability to create a seamless and efficient experience. Hasan signing the document quickly and easily suggests that Adobe Sign can save time and reduce the hassle of traditional contract signing.
A Trusted Platform: The presence of Hasan Minhaj, a recognizable and respected figure, builds trust and credibility. His association with Adobe Sign suggests that Adobe Sign is a platform that can be trusted to securely manage documents and transactions.
O: Outcome
Faster Deal Closure: Adobe Sign suggests that they can help companies close deals more quickly. The successful signing of the contract and the use of the phrase “you got it” conveys that Adobe Sign can speed up the deal-making process.
Improved Workflow Efficiency: It implies that Adobe Sign can improve workflow efficiency. The scenes suggest that Adobe Sign can help companies eliminate the hassle of paperwork and streamline their operations.
A More Productive and Efficient Business: Hasan working together with his colleague and the tagline “Adobe Sign” reinforces the idea that Adobe Sign can help companies become more productive and efficient, driving a message of confidence and success.
Overall
This Adobe Sign ad gives us a prime example of how leveraging the “problemotional” approach can make a stand-out B2B video ad. The celebrity presence of Hasan Minhaj captures attention and effectively convey the value of their technical product.
They successfully showcase how they can help companies provide their users with secure and seamless access to data, ultimately resulting in a more positive and efficient user experience.
The unexpected approaches, sense of humor, and recognizable personality enables them to make a lasting impression and create an emotional connection with their viewers.
