A “Problemotional” Review of 2023’s Best B2B Video Ads: Upwork
Upwork’s ad stands out as one of the best B2B video ads of the year, expertly using problem-humor to make a powerful case for embracing a new way of working.
Let’s analyze their video ad using the PESO framework:
P: Problem/Pain
Stuck in the Past: The video opens with a group of people in a boardroom, clinging to outdated business practices. The older gentleman, “Jack,” represents the old way of thinking: rigid, hierarchical, and resistant to change.
Fear of the New: The core problem is that traditional ways of working are being challenged by the rise of remote work and freelance talent. However, some companies, like those represented in the boardroom, are still stuck in the past, afraid to embrace new ways of doing things.
Lack of Agility: The ad highlights the inflexibility of old-school business models, showing how they struggle to adapt to changing needs. It implies that these outdated practices are holding companies back and preventing them from thriving in a modern, rapidly evolving business environment.
E: Emotion
Dark Humor: They used dark humor to highlight the absurdity of clinging to outdated ways of working. The zombie-like appearance of “Jack” is unexpected, funny, and memorable.
Visual Contrast: The visual style is used to create a stark contrast between the old and the new. We see the boardroom scene with its traditional furniture and portraits, contrasting with the vibrant, modern world of the freelancers.
Relatable Anxieties: The ad leverages relatable pain points, in B2B, like the fear of change, the pressure to keep up with new trends, and the challenges of finding and managing talent, which resonate with their audience.
Humor in the Unexpected: The unexpected appearance of the zombie-like “Jack” and the way he interacts with the modern world is funny and engaging. It’s almost like a satire of old-school business leaders trying to hold on to a bygone era.
S: Solution
Embrace the New: The video promotes Upwork as the platform that allows businesses to break free from the old ways of working. It showcases a diverse group of freelancers with varied skills, working remotely from beautiful locations.
Agility and Flexibility: Upwork is presented as a solution for companies to adapt to change and find the right talent quickly and easily, no matter where they are located.
The Future of Work: The ad paints a picture of the modern workforce, with remote work and flexible talent being the norm. It suggests that this is how we “work now.”
O: Outcome
Positive Transformation: The ad shows the positive outcome of embracing Upwork. It shows a company that is thriving, with happy and productive freelancers contributing to its success.
Freedom and Flexibility: They visually emphasizes the freedom and flexibility that comes with working with remote talent, showcasing freelancers enjoying beautiful scenery and diverse work environments.
Growth and Success: The ad implies that using Upwork leads to increased agility, better talent, and ultimately, greater success for businesses.
Overall:
This Upwork video ad is a clever and engaging example of “problemotional” approach, making it a truly effective B2B video ad, one that will stick with their viewers long after they’ve seen it – it’s a prime example of how to capture attention with creative storytelling in B2B video advertising.
