A “Problemotional” Review of 2023’s Best B2B Video Ads: Maersk
Maersk’s ad is one of the more unusual B2B video ads. It uses suspense, a touch of darkness, and some interesting visual storytelling to highlight the challenges of global supply chains – a good example of how to make a B2B ad more engaging by tapping into a sense of mystery and excitement.
Let’s dive deeper into what sets this video ad apart using the PESO framework:
P: Problem/Pain
The Uncertainties of Global Shipping: The video opens with a woman exploring a dark, seemingly abandoned tunnel. This immediately sets a tone of uncertainty and potential danger, mirroring the anxieties that many businesses have when navigating complex global supply chains.
The “Dead End” Dilemma: The ad highlights the frustration of hitting a dead end, which can represent unexpected delays, disruptions, or unforeseen challenges in a global supply chain.
The Cost of Unpredictability: It implies that these uncertainties can lead to costly delays, lost revenue, and a lack of control.
E: Emotion
Suspense and Tension: The suspense and tension keeps viewers engaged. The dark setting, the mystery of the tunnel, and the woman’s frantic search create a sense of intrigue and anticipation.
Relatable Anxieties: They taps into the anxieties that many businesses experience when dealing with global supply chains. The feeling of being lost and unsure about what’s coming next is very relatable.
S: Solution
Maersk: Discover New Paths: The ad introduces Maersk as the solution to these challenges, showcasing its role in providing a more reliable and predictable global shipping network.
Integrated Logistics Solutions: The ad implies that Maersk offers a range of integrated logistics solutions that can help businesses navigate the complexities of global shipping.
A Better Way to Move Your Business: Maersk suggests that they can provide a more secure and efficient way for businesses to move their products, ultimately leading to better outcomes.
O: Outcome
A More Predictable Journey: It shows the positive outcome of using Maersk—the woman finally finds her way out of the tunnel, suggesting that by embracing Maersk’s expertise and solutions, businesses can avoid the risks and uncertainties of traditional shipping.
A More Efficient Supply Chain: The ad suggests that using Maersk’s services can help streamline supply chain processes, reduce delays, and improve efficiency.
Peace of Mind: They leaves their viewers with the feeling that by choosing Maersk, businesses can gain control of their supply chain, leading to greater peace of mind.
Overall:
The unexpected approach to addressing a serious problem is what truly makes this corporate video ad so memorable and engaging. It takes the viewer on a suspenseful journey and shows how Maersk can provide the solution for a more reliable and efficient shipping experience.
