A “Problemotional” Review of 2023’s Best B2B Video Ads: ServiceNow
This ServiceNow ad is a little different, taking a more inspirational approach compared to some of the others we’ve looked at. It focuses on personal stories and how the platform has helped people achieve their goals and find fulfillment in their work.
Although it’s a little less “problemotional” and a little more “feel-good”, it’s still a great example of how taking an emotional approach proves effective for B2B video ads.
Let’s review their ad, using the PESO framework, but with a more inspirational tone:
P: Problem/Pain
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Feeling Stuck: The video starts with people feeling lost or uncertain about their careers. They are working long hours, feeling overwhelmed, and may even feel like they’re stuck in a rut. This highlights the common struggle of feeling limited in your professional life.
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The Need for Growth: It suggests that everyone has the potential to achieve great things but sometimes needs the right tools and resources to unleash their potential.
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Finding Your Purpose: It amplifies how important it is to feel passionate about your work and find a career that you love.
E: Emotion
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Inspiring Stories: It features real people who share their personal stories about how ServiceNow has impacted their lives. It’s heartwarming and inspiring to hear about how they’ve been able to overcome challenges and achieve their dreams.
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Positive and Uplifting: The ad has a very positive and uplifting tone. It makes you feel hopeful about the possibilities of your own career and inspires you to take action.
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The Power of Belief: There are subtle reinforces of the idea that with the right tools and belief in yourself, you can achieve anything.
S: Solution
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ServiceNow: The Platform for Growth: The ad presents ServiceNow as a platform that can help individuals and businesses achieve their goals.
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A Digital Platform for Change: The ad highlights how ServiceNow empowers people to make a difference by streamlining processes and creating a more efficient and positive work environment.
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A Community of Support: ServiceNow establishes the idea that their community is a supportive and collaborative network that can help individuals grow in their careers.
O: Outcome
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Career Fulfillment: ServiceNow shows how they have helped people achieve career fulfillment, find their passion, and make a positive impact.
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More Rewarding Careers: The ad implies that by embracing ServiceNow, individuals can build more rewarding careers and achieve greater success in their work.
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A Better Future: Their audience is left feeling optimistic, suggesting that with the right technology and the right support, they can build a brighter future for themselves.
Overall:
ServiceNow’s ad serves as a reminder that even in the business world, it’s about people and the potential they have to achieve great things. It’s a powerful example of how B2B video advertising can go beyond just showcasing features.
Sharing stories of people who are passionate about their work and how they’ve used ServiceNow to achieve their goals really drives home their message of the power of belief.