A “Problemotional” Review of 2023’s Best B2B Video Ads: Brandfolder
This Brandfolder (by Smartsheet) B2B video ad is a humorous and relatable exploration of the chaos that can reign in the world of marketing and branding. It takes a familiar struggle – navigating outdated files and disorganized systems – and flips it on its head with a playful, almost absurd approach.
Here’s how they did it using the PESO framework:
P: Problem
The Outdated File Dilemma: The ad opens with a woman struggling to find a specific file on an old hard drive, setting the stage for a problem familiar to anyone who’s ever dealt with a disorganized digital archive. The physical act of digging through folders and outdated technology is a visual representation of this struggle.
The Time Waster: They emphasizes how outdated methods can eat into productivity. The woman’s frustrated expression and the dramatic music suggest that searching through old files is a time-consuming and frustrating experience.
The Need for Organization: It subtly highlights the need for a more organized and efficient way to manage brand assets. The cluttered hard drive and the woman’s desperation to find what she needs set the stage for the need for a better solution.
E: Emotion
Humorous Exaggeration: The ad uses a bit of a humorous approach to make the problem relatable. The woman’s over-the-top reaction and the scenes of outdated technology, like a clunky hard drive, add a touch of humor to an otherwise frustrating situation.
A Shared Experience: They taps into a common experience for marketers and brand managers. The scenes of the cluttered desktop and the struggle to find specific files resonate with anyone who has faced the challenges of managing large digital libraries.
The Desire for a Digital Oasis: The ad’s fast pace and dramatic music create a sense of urgency. The woman’s desperate search for the right files suggests a longing for a more streamlined and organized workflow.
S: Solution
The Modern Asset Management Platform: It introduces Brandfolder as a solution to these challenges. The scene with the woman plugging her hard drive into a computer shows a direct transition from the problem to the potential solution.
Organization and Accessibility: The ad highlights Brandfolder’s ability to organize and categorize brand assets. The visuals of the clean and modern interface, with easy access to files and images, showcase the platform’s intuitive design.
A Centralized Platform: Brandfolder is positioned as a single source of truth for brand assets. The ad emphasizes the value of having everything in one place, streamlining collaboration and eliminating the frustration of outdated files.
O: Outcome
A Streamlined Workflow: The ad suggests that Brandfolder can help marketers work more efficiently. The final scene of the woman working comfortably on a clean desktop, with everything organized and accessible, shows the positive outcome of using Brandfolder.
Improved Collaboration: It hints at the benefits of better collaboration. The final scene of the woman working on a project, suggesting that she can access the right assets easily, emphasizes the streamlined workflow and seamless collaboration that Brandfolder enables.
A Stronger Brand Experience: The ad subtly suggests that Brandfolder can help marketers create a stronger and more consistent brand experience. The final scene of the woman working on her project, with all the necessary brand elements at her fingertips, reinforces the idea that Brandfolder can help create a more cohesive brand presence.
Overall
Brandfolder embodies humor and a relatable story to engage their viewers, serving as a reminder that B2B video advertising doesn’t have to be dry and technical. It highlights a common problem faced by marketing teams, offers a compelling solution, and ultimately leaves viewers with a positive impression of the platform.
It effectively conveys that Brandfolder can help marketers move beyond the frustration of outdated files and streamline their workflow for a more productive and efficient experience.
