Windward takes a simple truth—supply chain uncertainty is a nightmare—and spins it into a hilariously exaggerated before-and-after scenario. The ad brilliantly contrasts the blind panic of not knowing where shipments are with the calm confidence of having Windward’s ocean freight visibility. By making logistics feel chaotic and personal, the ad ensures the pain point hits home before offering a clear, tech-driven solution.
The Formula (That Works at Any Budget):
Exaggerated Chaos = Maximum Impact – Before Windward, supply chain professionals are portrayed as clueless, panicked, and totally helpless. It’s an extreme take—but one that makes the contrast with Windward’s solution even sharper.
→ Lesson: Dial up the pain of life without your product to make the relief feel even sweeter.
Contrast = Clarity – The ad swings from a world of “DUNNO!” (confusion, lost shipments, stress) to a world of “I KNOW!” (real-time data, confident decision-making). This black-and-white transformation makes the product’s value instantly clear.
→ Lesson: The sharper the contrast, the stronger the message.
Catchy Messaging = Instant Recall – “DUNNO!” vs. “I KNOW!” is a snappy, repeatable hook that makes Windward’s core value easy to remember.
→ Lesson: Simplicity sells. Give your audience a phrase they won’t forget.
Humor Breakdown:
Exaggeration – The pre-Windward world is full of ridiculous levels of uncertainty and panic, making the contrast funnier.
Relatable Workplace Frustrations – Supply chain professionals know the pain of missing shipment data—this ad just turns it up to 11.
Catchphrase-Driven Comedy – “DUNNO!” is so over-the-top it becomes absurd, making “I KNOW!” feel like a triumphant punchline.
Final Verdict:
Windward transforms a dry logistics problem into a fun, high-energy commercial that makes its solution feel like a superpower. The “DUNNO!” vs. “I KNOW!” contrast is simple, memorable, and effective—exactly what a B2B ad should aim for.
Brave-o-meter score:
B-6 | R-8 | A-7 | V-6 | E-7
BRAVE – 7/10
Watch the full ad & learn more:
Website: Windward
LinkedIn: Windward LinkedIn Page
