37signals | The Future – Device

37signals’ “The Future – Device” ad takes a futuristic yet relatable look at the over-complication of modern tools and devices. The ad humorously imagines a world where technology becomes increasingly complex and disconnected from the user-friendly simplicity 37signals offers. By using a bit of playful sci-fi satire, the ad highlights the ease and efficiency of 37signals’ solutions.

The Formula (That Works at Any Budget):

Exaggerated Futurism with a Relatable Twist – The ad kicks off with an overly-complex, futuristic gadget that seems unnecessarily complicated. It humorously showcases how the rapid pace of technological evolution could lead to absurd, over-engineered solutions.
→ Lesson: Use hyperbole to spotlight how easy your product or service is compared to the over-complicated alternatives.

Dramatic Contrast with Simplicity – As the ad zooms out from the chaos of futuristic tech, 37signals presents its simple, easy-to-use software as the breezy solution amidst the complexity. The product’s simplicity becomes the hero of the story.
→ Lesson: Showcase how your product stands out by embracing simplicity over the complexity of competitors, and make the comparison comically obvious.

Tech Satire to Engage the Audience – The futuristic device’s increasingly absurd features—designed to complicate rather than simplify—add a satirical edge. Viewers immediately recognize the ridiculousness of unnecessary features and connect with the idea that they’re tired of complex tools.
→ Lesson: Use humor and satire to reflect your audience’s pain points and engage them on a personal level.

Future-Proof Simplicity – 37signals is positioned as a forward-thinking company that rejects unnecessary complexity. The product doesn’t need gimmicks or futuristic technology to make it better—it’s simply efficient and intuitive.
→ Lesson: Show that the future doesn’t need to be complicated; focus on real-world usability that’s ahead of the curve.

Humor Breakdown:

The humor stems from the absurd futuristic device that is loaded with unnecessary, overly complex features—showing the downside of over-engineering. It contrasts sharply with 37signals’ approach of simplicity and ease, which feels like a breath of fresh air. The lighthearted, sci-fi-inspired satire pokes fun at the constant race to add more features, emphasizing that sometimes the future is better when it’s simpler.

Final Verdict:

37signals’ ad is a clever and relatable commentary on the ever-increasing complexity of tech solutions. By exaggerating the futuristic devices’ absurdities, it clearly illustrates the benefits of their simple, easy-to-use products. The humor makes the ad memorable while reinforcing the message that simplicity is the future of tech solutions.

Brave-o-meter score: 

B-8 | R-7 | A-8 | V-8 | E-7

BRAVE – 7.6/10

Watch the full ad & learn more:
Website: 37signals
LinkedIn: 37signals LinkedIn Page