A “Problemotional” Review of 2023’s Best B2B Video Ads: Grammarly
Grammarly closed the door on mundane B2B video advertising to produce a video ad that gave us much more than just a simple product pitch.
Here’s how they did it using the PESO framework:
P: Problem/Pain
Time Pressure: This video ad opens with the character, “Dave,” facing a tight deadline for a product launch. He’s visibly stressed. The problem isn’t just about the time constraint, it’s about the potential for a disastrous outcome if the product launch communication isn’t perfect.
The “Uncertain” Tone: The initial email, “I think we can maybe make that timeline work,” is written in a hesitant and uncertain tone, mirroring the character’s anxiety. This sets up the core problem: how to communicate with confidence and clarity under pressure.
E: Emotion
Visual Comedy: The video is visually engaging and humorous, using exaggerated reactions and visual cues, like the frantic phone notifications and the “oh no” expressions, to amplify the character’s stress and anxieties.
Relatable Tension: The ad’s humor is rooted in a relatable situation – the fear of messing up a big launch. Viewers can easily imagine themselves in Dave’s shoes, making the ad more relatable.
Ironic Twist: The heart of the humor lies in the unexpected use of Grammarly’s tone rewrite feature to solve a communication problem. It plays with the idea of a simple writing tool having the power to transform a stressful situation and inject confidence into communication.
Unexpected Character: The character’s personality is somewhat exaggerated, making the situation funnier. He has an almost endearingly relatable awkwardness that makes his struggles more humorous.
S: Solution
Grammarly’s Tone Rewrite: The ad introduces Grammarly’s tone rewrite feature as the solution to the communication problem. It’s not just about grammar or spelling; it’s about conveying the right tone and confidence.
Positive Transformation: The video shows how using the tone rewrite feature transforms the character’s email from uncertain to confident. The visual effect, highlighting the change in the text, is both humorous and effective.
Instant Confidence: Grammarly’s solution is presented as a simple, quick, and effective way to overcome the communication challenge, instantly making the character feel empowered.
O: Outcome
Visual Success: The video visually shows the positive outcome of using Grammarly. The character’s relieved expression and the celebratory confetti highlight the success of the product launch, suggesting that Grammarly helped him communicate effectively.
Viral Success: They uses the idea of “Sparkly Ketchup” as a product to further drive home their point. We see it go viral, implying that good communication can lead to amazing results.
Confidence in Communication: The ad leaves viewers with the feeling that using Grammarly can improve their communication, leading to confidence and success in their work.
Overall:
The unexpected casting and the visual depiction of Grammarly’s tone rewrite feature makes this video ad memorable and engaging. It effectively communicates the message that good communication can make the impossible possible, ultimately leaving their viewers with a sense of optimism and confidence in their own communication abilities.
Grammarly gave us a masterclass in “problemotional” advertising with their B2B video ad, cleverly using humor, irony, and relatable anxieties to showcase their solution’s benefits.
