A “Problemotional” Review of 2023’s Best B2B Video Ads: Wizer
This Wizer ad tackles a universal truth about workplace training: it’s often painfully boring. But instead of taking a subtle approach, Wizer throws subtlety out the window and dives headfirst into cringe-worthy humor to make its point. While the ad might make some viewers squirm (in a good way?), it’s undoubtedly memorable and effectively highlights the need for a more engaging approach to security awareness.
Let’s take a closer look using the PESO framework:
P: Problem
Death by Slide Show: The ad opens with a classic training nightmare of employees forced to endure a soul-crushing security awareness slideshow. The woman literally eating a dry bagel to symbolize the experience is a stroke of comedic genius (or perhaps just genius-level awkwardness). It’s a scenario anyone who’s sat through a dull training session can instantly relate to.
The Engagement Gap: Wizer cleverly points out that boredom leads to disengagement. When employees aren’t paying attention, they’re not retaining information. This creates a real security risk for companies, as employees become vulnerable to phishing attacks, data breaches, and other cyber threats.
Traditional Training Doesn’t Work: The ad boldly challenges the status quo of security awareness training, suggesting that the old methods simply don’t cut it in today’s world. Businesses need a fresh, engaging, and memorable approach to capture their employees’ attention and make security a top priority.
E: Emotion
Cringe-Worthy Humor: The ad leans heavily on cringe humor—the kind that makes you laugh while simultaneously hiding your face in embarrassment. The over-the-top acting, the exaggerated facial expressions, and the awkward scenarios (especially that bathroom scene!) are designed to evoke a visceral reaction from viewers.
Relatability and Relief: Despite the awkwardness, the ad is also relatable. We’ve all experienced the tedium of traditional training. Wizer taps into that shared pain point, creating a sense of camaraderie with the viewer. The relief comes with the introduction of a solution that promises to be anything but boring.
A Touch of Rebellion: There’s an underlying sense of rebellion in the ad— a rejection of the stuffy, corporate approach to training. Wizer positions itself as a disruptor, a company that’s willing to break the mold and make security awareness training fun (yes, you read that right, fun!).
S: Solution
Binge-Worthy Security Training: The ad introduces Wizer as a platform that offers original, one-minute videos to make security awareness training engaging and, dare we say, enjoyable. The emphasis on “bingeable” content cleverly aligns Wizer with popular streaming services, suggesting a more modern and entertaining approach to learning.
Storytelling for Impact: Wizer highlights its use of storytelling to make security awareness stick. By using engaging narratives, relatable characters, and a touch of humor, Wizer aims to create training videos that employees actually want to watch – even on their bathroom breaks (as hilariously demonstrated by Steve).
Regular Content, Consistent Engagement: The ad emphasizes that Wizer delivers new content on a regular basis, keeping security top of mind and preventing employees from becoming complacent. This regular refresh helps combat “training fatigue” and ensures that security awareness stays fresh and relevant.
O: Outcome
A More Secure Workplace:Â While the ad focuses heavily on entertainment, it ultimately implies that Wizer leads to a more secure workplace. By keeping employees engaged and informed, Wizer helps businesses reduce the risk of security breaches and protect their valuable data.
Happier, More Knowledgeable Employees:Â The ad shows employees actively participating in training, laughing, and celebrating their newfound security awareness. It suggests that Wizer creates a more positive and rewarding learning experience, leading to happier and more knowledgeable employees.
A Culture of Security:Â The ad’s celebratory ending, complete with a crown and confetti, hints at a larger cultural shift. Wizer aims to create a workplace where security is not seen as a chore but as a shared responsibility and a source of pride.
Overall:
Wizer’s ad is a bold and hilarious take on a traditionally dull topic. Its reliance on cringe humor and relatable awkwardness might not be for everyone, but it’s undoubtedly effective in grabbing attention and highlighting the need for a more engaging approach to security awareness training.
By positioning itself as the antidote to boring training, Wizer successfully differentiates its offering and leaves a lasting impression on viewers. It’s a great example of how a B2B video ad can use humor to challenge the status quo and introduce a fresh, innovative solution to a common business problem.
