A “Problemotional” Review of 2023’s Best B2B Video Ads: TriNet
This TriNet ad takes a slightly different approach to the “problemotional” formula. Instead of focusing on dramatic scenarios or over-the-top humor, this B2B video ad emphasizes a more subtle and emotionally resonant message: the importance of human connection in a technology-driven world.
Let’s delve into the PESO framework to see how this ad effectively conveys its message:
P: Problem/Pain
Lost in the Data: The ad starts with a woman working late, surrounded by code and seemingly absorbed in the digital world. The line “Our customers don’t do what they do for likes” implies that in the pursuit of metrics and digital engagement, businesses can lose sight of the human element that truly drives success.
The Search for Meaningful Connection: The ad suggests a yearning for something more than just clicks and conversions. The visual of the woman’s tired face and her restless hand gestures hint at a sense of dissatisfaction, a longing for a deeper connection with the work she’s doing.
The Dehumanizing Effect of Technology: The ad subtly touches on the potential for technology to dehumanize work experiences. The focus on code, data, and late nights implies a feeling of isolation and a disconnect from the people who are ultimately impacted by the technology being built.
E: Emotion
Quiet Determination: The ad initially evokes a sense of quiet determination, showcasing a dedicated individual working hard to achieve a goal. However, there’s also a subtle undercurrent of weariness, suggesting that this level of dedication can come at a personal cost.
Joy in Connection: The ad then shifts to scenes of people connecting in meaningful ways: a child learning a new language with a grandparent, two women sharing a conversation over tea. This transition emphasizes the contrast between the isolated world of technology and the fulfilling nature of human interaction.
Hope and Optimism: The ad ends with a hopeful and optimistic tone. The woman’s smile, the heartwarming scenes of connection, and the tagline “People Matter” suggest that TriNet can help businesses rediscover the importance of human relationships and create a more fulfilling work experience.
S: Solution
Putting People First: The ad introduces TriNet as a solution that allows businesses to focus on what matters most: their people. It implies that TriNet provides the tools and support to simplify HR, benefits, payroll, and compliance, freeing up businesses to invest in their employees’ well-being.
Empowering Businesses to Do More: The ad suggests that TriNet helps businesses streamline operations and reduce administrative burdens. This allows companies to focus on their core mission, their growth, and the things that truly make a difference in their employees’ lives.
A Human-Centric Approach to Business: The ad’s overall message is that people are the heart of any successful business. TriNet is positioned as a partner that helps companies prioritize their employees, foster a positive work environment, and build a culture of appreciation.
O: Outcome
A More Engaged and Fulfilled Workforce: The ad implies that by using TriNet, businesses can create a more engaged and fulfilled workforce. By taking care of their employees’ needs and fostering a supportive environment, companies can inspire greater loyalty, productivity, and innovation.
Stronger Relationships, Greater Impact: The ad suggests that TriNet helps businesses build stronger relationships with their employees. This leads to a more positive and productive work environment, allowing businesses to make a greater impact on their customers, their communities, and the world.
A Shift in Priorities: The ad’s final message, “People Matter,” encourages viewers to re-evaluate their priorities. It suggests that by putting people first, businesses can achieve greater success, create a more meaningful work experience, and build a brighter future.
Overall:
TriNet choice to embody subtle emotional cues and a focus on human connection to deliver a powerful message, is what makes it a stand-out B2B video. Reminding us that in the fast-paced, technology-driven world of business, it’s essential to never lose sight of the human element that truly matters.
