B2B Video Library

Maersk | Fortune Favours the Curious

Maersk’s “Fortune Favours the Curious” ad highlights the global logistics company’s bold and adventurous approach to solving complex supply chain challenges. The ad uses the metaphor of curiosity leading to discovery and success, showing how Maersk’s innovative solutions help businesses navigate a dynamic and unpredictable world.

The Formula (That Works at Any Budget):

Metaphorical Storytelling = Immediate Engagement – The ad uses the idea of curiosity and exploration to draw the audience in, illustrating Maersk’s role in pioneering new paths for logistics and supply chain solutions.
 → Lesson: Start with a strong metaphor to make a complex industry or idea feel more accessible and relatable.

Inspiring Action = Emotional Appeal – The ad ties curiosity to growth and success, inspiring businesses to take bold steps and think differently in order to move forward.
 → Lesson: Use an aspirational narrative to make your audience feel that they can achieve more by choosing your solution.

Real-World Relevance = Powerful Connection – While the ad takes a metaphorical approach, the challenges and solutions Maersk addresses are real, giving it authenticity and making it relevant to companies facing global supply chain obstacles.
 → Lesson: Ensure your messaging resonates with real-world problems that your audience experiences daily.

Humor Breakdown:

The humor in this ad is subtle, with lighthearted undertones that emphasize the playful curiosity of venturing into unknown territory. The visual language and energetic tone give it an uplifting feel without being overly comedic. The ad plays on the idea that curiosity can lead to great outcomes, with the humorous undercurrent of discovering something new in a serious, business-driven context.

Final Verdict:

Maersk’s “Fortune Favours the Curious” effectively uses metaphorical storytelling to showcase the company’s innovative and forward-thinking approach to logistics. The ad combines emotional appeal with real-world relevance, positioning Maersk as a bold, curious leader in the logistics industry. It’s a compelling call to action for businesses looking to embrace change and find new solutions.

Brave-o-meter score: 

B-8 | R-7 | A-7 | V-8 | E-7

BRAVE – 7.4/10

Watch the full ad & learn more:
 Website: Maersk
 LinkedIn: Maersk LinkedIn Page

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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