A “Problemotional” Review of 2023’s Best B2B Video Ads: Universe
This Universe ad explodes onto the screen, taking a bold approach to B2B video advertising. Packed with rapid cuts, larger-than-life characters, and a generous dose of quirky humor, it aims to connect with viewers on an emotional level while showcasing the ease and power of its platform.
Let’s break down its effectiveness using the PESO framework.
P: Problem/Pain
Scattered Resources: The opening lines, “You can make a website from your phone,” imply the current reality of managing online efforts – a fragmented mix of tools and platforms. It taps into the frustration of juggling various apps and websites, subtly hinting at the inefficiencies this creates.
Lack of Technical Know-How: The ad implicitly addresses the fear many entrepreneurs have: “Do I need coding skills to build a professional website?” By showcasing drag-and-drop functionality and visually driven customization, Universe positions itself as the antidote to tech anxiety.
Lost Potential: While not explicitly stated, the rapid introduction of different businesses – muffins, art, dollhouses, snowboarding – emphasizes the potential cost of a limited online presence: fewer customers, less brand awareness, and missed opportunities for growth.
E: Emotion
Over-the-Top Charm: The characters are deliberately exaggerated, each embracing a distinct persona – the enthusiastic baker, the avant-garde artist, the macabre dollhouse maker, the rad snowboarding twins. This creates a sense of playful fun and aims to make the product feel approachable and exciting.
Fast-Paced Energy: The ad’s relentless pacing mirrors the digital world itself, constantly in motion, demanding attention. This creates a sense of urgency and emphasizes the platform’s ability to keep up with the dynamic nature of business.
Polarizing Potential: The humor is likely to divide viewers. While some may find it refreshingly different and engaging, others might see it as distracting or even off-putting. This is a key consideration for Universe: does this comedic style align with their brand personality and resonate with their core audience?
S: Solution
Mobile-First Power: The ad constantly shows the platform on a phone, highlighting its accessibility and convenience. This taps into the modern entrepreneur’s need to manage their business on the go, reinforcing the message of empowerment and flexibility.
Intuitive Interface: While brief, the demonstration of template selection, drag-and-drop customization, and link integration is clear and compelling. The message is unmistakable: building a professional website doesn’t require coding skills or design expertise.
Seamless Growth: Features like custom domain names, online stores, and the ability to invite collaborators are woven into the narrative, suggesting that Universe can adapt to a business’s evolving needs.
O: Outcome
Effortless Control: The main character’s confident pronouncements and the relaxed demeanor of the characters suggest that Universe brings a sense of ease and control to the chaotic world of online business.
Expanding Reach: By showcasing a diverse range of businesses, the ad implies that Universe allows entrepreneurs to break free from limitations, reach new customers, and expand their impact.
Creative Freedom: The ad celebrates the unique personality of each featured business, suggesting that Universe allows brands to express themselves authentically and connect with their target audience on a personal level.
Overall:
Universe’s ad is a striking example of leveraging the “problemotional” formula for B2B video advertising – the humor, high energy, and dynamic visuals makes a memorable impact. The ad undeniably captures attention and leaves viewers with a clear understanding of the platform’s value proposition: building a beautiful, functional website doesn’t have to be complicated.
Universe isn’t just a website builder – it’s a gateway to an expansive online “universe.” The video showcases key features in a visually dynamic way, emphasizing simplicity and ease of use.
