1Password’s “Supervisin’ Ryan” ad takes a humorous approach to highlight the chaos that can ensue when password management isn’t handled properly. The ad uses a comedic scenario where a seemingly harmless employee, Ryan, becomes the weak link in an organization’s security. By positioning 1Password as the trusted solution, the ad illustrates the importance of having a centralized and secure system for handling passwords, especially when the consequences of not doing so can be disastrous.
The Formula (That Works at Any Budget):
Exaggerated Risk = Instant Attention – The ad opens with a classic “slightly careless employee” scenario, where Ryan’s tendency to mismanage passwords creates huge security risks for the entire company. The exaggerated potential fallout grabs attention immediately.
→ Lesson: Start with a high-stakes scenario that exaggerates the potential damage of not using your product. This sets up the need for your solution right from the start.
Humor through Relatable Workplace Struggles – The scenario of Ryan constantly forgetting passwords or writing them down on post-its is a relatable and lighthearted way to show a serious problem that many businesses face. The humor makes the message more memorable and engaging.
→ Lesson: Make the pain point relatable to your audience, but add humor to make it feel less like a lecture and more like an entertaining solution.
1Password as the Game-Changer – The solution is simple: 1Password takes the chaos and frustration out of managing company passwords by offering a secure, easy-to-use platform that ensures everyone’s credentials are safe and accessible without the headache.
→ Lesson: Position your product as the hero that saves the day in a situation that could otherwise have disastrous consequences.
Clear Contrast = Powerful Message – The ad sharply contrasts the confusion and security risks of poorly managed passwords with the calm, organized world that 1Password offers. The contrast highlights how much easier life becomes when security is handled properly.
→ Lesson: Use clear contrasts between the chaos caused by the problem and the peace of mind offered by the solution.
Humor Breakdown:
The humor comes from the over-the-top portrayal of Ryan’s password mishaps and his lack of awareness about the consequences. His complete disregard for basic password protocols plays up the absurdity of the situation, making the solution provided by 1Password seem like a no-brainer. The absurdity of the scenario makes the message fun while still delivering the serious takeaway about the importance of good password security.
Final Verdict:
1Password’s ad uses humor to address a serious business pain point—password management. By exaggerating the risks of poor password practices and showing how 1Password can eliminate these issues, the ad effectively demonstrates the value of its product in a lighthearted, memorable way. It positions 1Password as the easy and reliable solution to keep your business’s security intact.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: 1Password
LinkedIn: 1Password LinkedIn Page
