A “Problemotional” Review of 2023’s Best B2B Video Ads: Th4ts3cur1ty Company
Let’s address the elephant in the room (or should we say, the plaid-suited gentleman in the lobby): this is one weird B2B video ad. th4ts3cur1ty.company definitely aimed for something memorable with this cybersecurity ad, taking “cringe” to a whole new level.
 Let’s break it down using the PESO framework:Â
P: Problem/Pain
The Unpronounceable Company Name: The ad immediately throws us into a state of confusion with its absurdly difficult company name: th4ts3cur1ty.company. It’s a playful (and self-aware) jab at the often convoluted jargon and branding in the cybersecurity industry.
Cybersecurity is Boring (or Is It?): The ad cleverly uses the spokesperson’s struggles to deliver the company name and his subsequent frustrated outbursts to represent the general perception of cybersecurity as dull, complex, and uninspiring.
Finding the Right Words: The ad humorously highlights the challenge of communicating cybersecurity concepts in a way that’s both informative and engaging. It suggests that traditional approaches to cybersecurity marketing might be falling flat.
E: Emotion
Cringe Humor at Its Finest: This ad is a masterclass in cringe humor. The over-the-top character, the awkward delivery, the constant swearing – it’s all designed to make viewers squirm and laugh simultaneously. It’s a risky strategy, as some viewers might find it off-putting, while others might embrace its absurdity.
Relatability Through Frustration: It taps into the relatable frustration of trying to say something complicated, especially when it comes to technical jargon. We’ve all been there – fumbling over words, wishing for a simpler way to express ourselves.
Breaking Through the Noise: The use of unexpected humor aims to cut through the clutter of traditional cybersecurity marketing. It’s a deliberate attempt to be different, to grab attention, and to spark a conversation.
S: Solution
The Unconventional Experts: The ad subtly positions th4ts3cur1ty.company (yes, we’re going to keep using that name) as a cybersecurity company that breaks the mould. It implies that their approach is anything but boring, offering a refreshingly different perspective on security.
From Code to Ballet?: It uses bizarre analogies, like comparing cybersecurity to being “punched in the face” or “choreographing a well-rehearsed ballet,” to suggest that th4ts3cur1ty.company has a unique and creative way of tackling complex security challenges.
Focus on the Human Side of Security: The ad’s focus on the spokesperson’s personality and his struggle to conform to corporate expectations suggests that th4ts3cur1ty.company prioritizes the human element of cybersecurity. It hints at a company culture that’s more approachable, relatable, and perhaps even a bit rebellious.
O: Outcome
A More Engaging Security Experience: The ad implies that working with th4ts3cur1ty.company is anything but dull. It suggests a partnership that’s creative, collaborative, and maybe even a little bit fun.
Cybersecurity That’s Easy to Understand: The ad uses humor to poke fun at the complexities of cybersecurity jargon, suggesting that th4ts3cur1ty.company can make security concepts more accessible and easier to grasp.
A Human-Centric Approach: The ad’s overall tone emphasizes a human-centric approach to cybersecurity, moving away from the overly technical and impersonal style often seen in the industry. It suggests a company that understands the real-world challenges and emotional aspects of managing security.
Overall
You may think this B2B video ad is a gamble, being heavily reliant on cringe humor and its unconventional presentation bound to be polarizing, but some viewers appreciate the absurdity and the break from the norm, while others might find it off-putting or confusing.
The ad definitely does achieve its goal of being memorable and sparking a conversation. In a sea of serious and often dull B2B cybersecurity ads, th4ts3cur1ty.company stands out.
