A “Problemotional” Review of 2023’s Best B2B Video Ads: Walnut
This B2B video ad brilliantly uses humor and a relatable analogy to highlight the frustrating and often absurd experience of buying software online. By bringing the B2B software buying process into the tangible world of a clothing store, Walnut exposes the pain of the process and presents their solution as the one for a more streamlined and enjoyable experience.
Let’s dive into the PESO framework to see how this ad successfully makes its point:
P: Problem/Pain
The “Real Life” Software Nightmare: The ad’s opening question, “What if buying software ONLINE happened in REAL LIFE?” immediately sets the stage for a hilarious and all-too-relatable scenario. It cleverly transposes the intangible world of software into the familiar setting of a clothing store.
Clunky Processes and Irrelevant Questions: The ad then depicts a series of frustrating interactions that mirror the typical B2B software buying process. The demand for personal information before even trying the product, the nonsensical questions about “human size” and “traffic lights,” and the insistence on scheduling a meeting before making a purchase all highlight the inefficient and often absurd hurdles buyers face.
Lack of Transparency and Control: The ad subtly exposes the lack of transparency and control that buyers often feel when purchasing software online. The pushy salesperson, the pre-filled forms, and the feeling of being rushed into a decision all contribute to a sense of unease and frustration.
E: Emotion
Humor and Absurdity: The ad relies heavily on humor to make its point. The ridiculous questions, the over-the-top salesperson, and the woman’s escalating frustration create a series of laugh-out-loud moments. This comedic approach makes the ad memorable and keeps viewers engaged.
Relatability and Shared Pain: The ad taps into a universal experience – the frustration of dealing with pushy salespeople and opaque processes. Whether buying clothes or software, we’ve all encountered situations where we’ve felt pressured, confused, and ultimately, dissatisfied.
A Longing for Simplicity: The ad subtly evokes a longing for a simpler, more transparent, and customer-centric buying experience. The woman’s exasperated “Just the shirt!” plea perfectly captures the desire to cut through the noise and focus on the product itself.
S: Solution
A Breath of Fresh Air: Walnut’s features, positions the company as the antithesis of the frustrating software buying experience it depicts, implying that it is the solution to all the pain points their audience experiences.
Empowering Buyers Through Demos: The ad’s focus on “trying on the shirt” suggests that Walnut allows potential buyers to experience the software firsthand, similar to trying on clothes in a store. This implies a more transparent and interactive approach, giving buyers the control and information they need to make informed decisions.
Humanizing the Software Buying Experience: The ad’s closing line, “Let’s change that together,” suggests a collaborative and customer-focused approach. Walnut is positioned as a company that’s on the buyer’s side, advocating for a more enjoyable and less painful software acquisition process.
O: Outcome
A More Enjoyable and Efficient Buying Process: The ad implies that Walnut streamlines the software buying process, eliminating the frustration of dealing with gatekeepers, irrelevant questions, and tedious paperwork. It promises a more enjoyable and efficient experience for buyers.
Greater Transparency and Control: By providing interactive demos and a more collaborative approach, Walnut empowers buyers to make informed decisions based on their own experience with the software.
A Shift in the Industry: The ad’s call to “Join #WeAreProspects” suggests a movement to challenge the status quo of software buying. Walnut is positioned as a leader in this movement, advocating for a more human-centric and transparent approach that benefits both buyers and sellers.
Overall:
Walnut’s clever “shirt story” is an excellent example of how humor and relatable analogies can be used to effectively communicate the pain points of a complex B2B problem.
The ad’s lighthearted tone and engaging visuals make it memorable, while its message of change and empowerment resonates with anyone who’s experienced the frustration of navigating the traditional software buying process. Buying software shouldn’t feel like a stained shirt disaster and Walnut makes sure of that.
