A “Problemotional” Review of 2023’s Best B2B Video Ads: Deloitte
This Deloitte ad, promoting its Accelerated AI offering, takes a somewhat dramatic approach to a common business frustration: waiting for that elusive “aha!” moment of inspiration to strike. They leverage a bit of visual storytelling and dramatic tension to capture attention and highlight the need for their solution.
Let’s break it down with our trusty PESO framework:
P: Problem/Pain
The Inspiration Myth: The ad opens with a montage of iconic innovation moments: fire, the wheel, the lightbulb. It sets up the idea that innovation is often seen as a spontaneous burst of genius, a lightning bolt from the heavens. But is that really how it works in the modern business world? Deloitte cleverly suggests otherwise.
Tick-Tock, Time’s Up: The ad swiftly shifts gears, emphasizing that businesses don’t have the luxury of waiting for inspiration to strike. In today’s fast-paced environment, the pressure to innovate is constant. The impatient tapping on the watch, the looming “Innovate Now” notification – it all creates a sense of urgency and a touch of anxiety.
The Innovation Bottleneck: The ad implies that relying on chance encounters with inspiration simply isn’t sustainable. Businesses need a more reliable and data-driven approach to stay ahead of the curve.
E: Emotion
Impatience and Frustration: The ad cleverly plays on the frustration of waiting for something that may never come. The tapping foot, the anxious glances at the clock is a subtle but effective way to evoke an emotional response.
A Hint of Fear: The ad also subtly taps into the fear of falling behind. The repeating “wait, wait, wait” and the image of the loading bar stuck in progress create a sense of dread. It’s a feeling that resonates with any business leader who has felt the pressure of competitors breathing down their neck.
Hope on the Horizon: Despite the initial tension, the ad doesn’t leave us in a state of despair. The sudden shift to a fast-paced, visually engaging sequence suggests that there’s a solution, a way to break free from the shackles of waiting.
S: Solution
Accelerated AI: No Waiting Required: The ad introduces Deloitte’s Accelerated AI, powered by NVIDIA, as the answer to the innovation dilemma. It’s presented as a way to bypass the need for random inspiration and instead tap into the power of data-driven insights.
Unlocking Hidden Patterns: The ad visually depicts the solution’s capabilities, showcasing how AI can analyze vast amounts of data to identify trends and opportunities that might have been missed by human observation alone. The futuristic graphics and fast-paced editing create a sense of sophistication and cutting-edge technology.
Expertise Amplified: The ad emphasizes that Deloitte’s Accelerated AI isn’t just about technology but also combines the expertise of both Deloitte and NVIDIA. This partnership is positioned as a key differentiator, suggesting a more comprehensive and strategic approach to AI implementation.
O: Outcome
Innovation at Your Fingertips: The ad suggests that with Accelerated AI, businesses can unlock a continuous stream of innovation, free from the limitations of waiting for inspiration to strike. It’s a powerful message that resonates with any organization looking to accelerate its growth and stay ahead of the competition.
From Data to Action: The ad shows a team of individuals confidently analyzing data and collaborating on new ideas, suggesting that Accelerated AI empowers businesses to move from insights to action quickly and effectively.
A Future of Human-Machine Collaboration: The final tagline, “Humans with machines. Pioneering intelligence,” paints a picture of a future where human ingenuity is amplified by the power of AI. This collaborative approach is presented as the key to unlocking a new era of innovation and progress.
Overall
Deloitte’s ad for Accelerated AI is a solid example of how a B2B video ad can use a more dramatic tone and captivating visuals to address a real business pain point.
While not as lighthearted as some other problemotional ads, it effectively conveys the urgency of innovation and positions Deloitte’s solution as a way to accelerate progress and achieve breakthroughs. It’s a message that resonates with data-driven organizations looking to harness the power of AI to unlock new possibilities.
