A “Problemotional” Review of 2023’s Best B2B Video Ads: Slingshot
This Slingshot Bio ad dives straight into the world of scientific research, using a touch of humor and a relatable sense of urgency to showcase its innovative solution.
Let’s break down the PESO framework elements and see why it works:
P: Problem/Pain
The “No Controls Available” Dilemma: The ad immediately hits us with a familiar problem in research: lacking the necessary controls for accurate experiments. The scientist’s stressed expression and the stark “No Controls Available” message on the computer screen set the stage for a frustrating challenge.
The Stakes Are High: It emphasizes the importance of reliable controls in research. We see the scientists resorting to good luck charms, crossing their fingers, and relying on luck, which is a humorous yet poignant representation of the pressure to achieve results.
The Time Crunch: The ad’s fast pace and urgent tone create a sense of time pressure. The repetition of the phrase “it’s that time again” suggests a constant race against the clock to produce results.
E: Emotion
Relatable Anxiety: The scientists’ facial expressions and actions evoke a sense of frustration and anxiety. We’ve all been there, staring at a problem with a sense of dread, hoping for a solution.
The Humor of Superstition: The ad uses a touch of humor to make the problem relatable. Seeing the scientists embrace superstitions like lucky pennies and crossing their fingers is a light-hearted way to acknowledge the desperation that can set in when facing a difficult situation.
The Desire for Confidence: They subtly tap into the scientist’s desire to feel confident in their research. The scientist’s hopeful expression when presented with the Slingshot solution reflects a longing for certainty and reliable tools.
S: Solution
The “Tunable and On-Demand” Solution: The ad introduces Slingshot as a solution that provides scientists with the control they need. It’s not just about luck or chance anymore, it’s about a reliable tool that provides accurate results.
Taking Control of Research: It positions Slingshot as a tool that empowers scientists. The scientist’s excited reaction when presented with the solution shows how Slingshot can make a positive impact on research.
A Visual Representation of Precision: The ad focuses on the visual aspect of Slingshot – the precise and controlled way the product is presented. It emphasizes the precision and accuracy that Slingshot offers, a crucial element for scientific research.
O: Outcome
Confidence in Research: The ad suggests that Slingshot gives scientists confidence in their findings. The scientist’s assured expression and the confident language used in the ad (“analyze with confidence”) highlight the positive outcome of using Slingshot.
Unlocking New Discoveries: They advocate how they can help scientists achieve breakthroughs by providing them with the control and accuracy they need. This is suggested by the excited tone and the use of visuals showing scientific progress.
The Future of Research: The ad goes on to position Slingshot as a tool that can help shape the future of scientific research. This is conveyed through the overall tone of hope and optimism and the visually captivating depiction of scientific innovation.
Overall
Slingshot’s video ad is a prime example of how a B2B video can use a unique approach to connect with a specific audience. It addresses a challenge faced by scientists, utilizing humor to make a serious point, and presenting a compelling solution.
They conveys the benefits of their solution, leaving viewers with a positive impression and a sense of anticipation for the future of scientific research.
Even in a niche field like biotechnology, a B2B video can be engaging, insightful, and surprisingly humorous.
