As 2024 came to a close, it’s the perfect time to celebrate the creativity bubbling in B2B marketing. Did you know that 71% of B2B ads generate zero engagement? Yet, creative campaigns deliver an astounding 6–7x ROI compared to their duller counterparts. 💡🔥
Today, however, it’s all about inspiration. We're sharing some of the B2B engaging video campaigns that stood out to us last year. Made us chucke. Made us say "hmmm". Made us remember.
From brand image films to explainers and TV spots, these examples prove that creative risk-taking can lead to extraordinary rewards.
So, without further ado:
Figs nailed it with their “Anatomy of a Champion” video, celebrating the Team USA Medical Team at the Olympic and Paralympic Games in Paris.
The video juxtaposes the medical team’s work with a reimagined nursery rhyme about human anatomy and vibrant visuals. It’s both heartfelt and stunning.
And the tagline “It takes heart to build bodies that break records” is pure poetry.
What really grabs me here is how the ad makes the pain points tangible (you literally feel the athlete’s pain) but then flips the narrative, showing the triumph that follows.
It’s not just about selling medical products —it’s about elevating the audience’s (medical professionals) work to heroic levels.
And that emotional connection? That’s where the magic happens.
If you’re anything like me—plugged into pop culture and the tech scene—you know Zach Woods is the guy. That's probably why Atlassian tapped him for their latest campaign.
The video, a hybrid of ad and explainer, tackles something that isn’t exactly thrilling: project management.
Let’s face it—bug tracking, agile workflows, and collaboration tools don’t scream excitement. But with a little creativity, Atlassian proves that even the driest topics can be brought to life.
Breaking away from the usual corporate tone of B2B video marketing campaigns, Atlassian’s approach to showcasing Jira is refreshingly funny, minimalist, and clever. A video effectively communicates and embraces a rising trend in tech marketing: simplicity with a side of humor. Picture this—a guy, a laptop, and a camera. That’s it.
Sounds cheap? Well, why don't you give it a shot, then? ;)
This video made me laugh out loud—literally. Fiverr’s “Nobody Cares” is a snarky, over-the-top musical poking fun at AI hype. Its message? AI is only as good as the creatives behind it.
With catchy lyrics and jazzy choreography, the ad hits all the right notes for an audience grappling with the growing role of AI in creative industries.
This video definitely leans into that unmistakable AI aesthetic—you don’t get those vibes by accident. 😜 So, why am I including this as a B2B video?
Well, technically, it kind of is.
The target audience isn’t just freelancers but also corporate marketers and all the AI enthusiasts out there proclaiming the “end of something.”
Plus, someone casually dropped the word ROI, and Corporate Bro Ross Pomerantz makes an appearance. That seals the deal—it’s B2B, right? 😏
This video blew up on LinkedIn, and for good reason.
Teamwork’s “The Client ” mimics a horror movie trailer, but the terrifying monster is… the client. With spot-on humor, it perfectly captures the frustrations of project management.
It caught the attention of System1, a major player in B2B marketing and advertising research. They analyzed it for effectiveness and found it exceptional.
In fact, the SVP of System 1, Andrew Tindall called it:
"This is the most creative B2B ad I've ever seen"
Jenny Hayes , Head of Brand, Teamwork.com said:
"Great brands go beyond product promotion, they empathize with customer pain. This isn’t new, but the category convention is to stop short of these more emotional triggers. Our product is built to solve these real-life challenges, and if our video brings a moment of recognition or relief to this audience, then it’s done its job!"
Amen to that, Jenny!
This campaign is a masterclass in turning real world problems into shareable, relatable content. The humor is sharp, the execution is flawless, and the buzz it generated speaks for itself.
I’m a little jealous of how well they nailed it, but also deeply inspired.
Salesforce is back with a quirky explainer video showcasing their CRM’s AI capabilities. And it's a great example that explainers or product demos don't have to be dry and tech-heavy.
Instead, they jump into some common customer pain points and break them down by user type, using clever storytelling and engaging visuals.
I love how this video doesn’t shy away from complexity but presents those complex concepts in a way that feels accessible and fun. The quirky delivery and unique visual design stand out.
This is a great example of how to do explainer videos right— they can memorable and effective, simply providing an engaging experience.
ServiceNow's video isn’t just funny and engaging—it’s also refreshingly down-to-earth.
They clearly did their homework, understanding exactly who their audience is and how to speak their language. And the result is this brilliant 60-second ad featuring none other than Idris Elba.
This gem is a masterclass in copywriting, with a clever play on the word “work” and concise message that’s equally witty and relevant.
Plus, this is uet another video that captures the zeitgeist of our AI-driven world and instead of showing the product benefits, it delves (yes, we said it) into how these changes impact the way we work.
What you get from all this? A video that’s memorable, fun, and incredibly on-point.
ServiceNow nailed the tone here. It's a video that’s memorable, fun, and incredibly on-point. And Idris Elba? Well, he’s Idris Elba. Adding a global name with undeniable charisma takes this campaign to another level.
Plus, they’re not just running a one-off; they’ve turned Idris into a recurring brand ambassador, reinforcing their message over time. A celebrity presence used more wisely than Keanu Reeves in Palo Alto, IMHO.
In anticipation of Change Your Password Day on February 1, 1Password teamed up with Ryan Reynolds’ agency, Maximum Effort, for an unforgettable campaign aimed at helping users stay safe from data thieves. And who better to champion the fight against "bad actors" than someone who’s practically synonymous with… well, bad acting?
That's right, Tommy Wiseau, the star and creator of "The Room"!
Pairing Wiseau’s eccentricity with cybersecurity was a bold move, and it worked. It’s funny, weirdly on-brand, and impossible to ignore. It's so over the top and bonkers, yet weirdly on point.
Couldn't find any results, though ;)
Apple has officially entered the B2B video marketing space with a bang, rolling out a series of ads centered on AI in the workplace. These videos show a refreshingly relatable approach, depicting real world examples and relatable scenarios that many of us have experienced at work.
The focus isn’t just on the tech itself but on how Apple’s AI-driven tools seamlessly integrate into day-to-day challenges, solving actual people's problems with ease and elegance.
What stands out to me is the emotional intelligence woven into these ads. Apple doesn’t just highlight features or boast about specs; it paints a picture of how these tools make life better, easier, and more productive.
The storytelling here feels natural and deeply relatable, effortlessly connecting with audiences on a human level.
What does that mean?
Instead of just showing how AI can help with a generic work email, they zeroed in on a universal experience: in this case, the intense frustration of discovering someone has stolen your lunch from the office fridge. We’ve all felt this moment, and they’ve turned that small, everyday annoyance into a brilliant emotional hook. This kind of insight, tying a seemingly trivial situation to the value of their product, is pure marketing genius.
This is marketing done right: engaging, impactful, and, most importantly, memorable.
Workbooks took a bold and creative approach, with their “No BS CRM” campaign, promising users a straightforward, no-nonsense CRM solution. They didn’t just stop at catchy messaging—they literally covered their actors in "manure" to drive the point home.
Subtle? Not exactly. Memorable? Absolutely.
Dan Roche, Workbooks’ Chief Marketing Officer, told Marketing Week that the goal was to make the message “emotionally resonant” in a way that would cut through the noise of a crowded market. It worked. And all this without showing the platform's features.
Marketing Week readers even named “The No BS CRM” their favorite campaign of the year.
I bet I can guess what you are thinking just now:
Well, here are some early results shared by Roche on Linkedin:
Roche sums it up perfectly:
“Through having this emotional campaign, we have actually got people’s attention.”
And in a market as saturated as CRMs, that’s no small feat.
Workbooks proves that being bold—and a little cheeky—can pay off big time.
Workbooks has woven the “No BS” ethos into its product, website, and overall brand identity, connecting deeply with a universal frustration: clunky, overcomplicated CRMs that fail to deliver.
And this wasn’t a shot in the dark—the campaign is grounded in solid research revealing widespread dissatisfaction among CRM users who were actively seeking an alternative.
What I love about this video is that it's part of a larger messaging ecosystem. Too often, we see videos—even creative ones—that feel disconnected from the broader campaign. When that happens, you miss out on the compounding power of consistent, clear messaging and cohesive storytelling.
This video, however, proves that when every piece works together, the impact multiplies.
Creativity is the driving force that turns forgettable video content into unforgettable experiences. Whether it’s Idris Elba redefining the concept of “work,” or Fiverr’s jazz-hands anthem reminding us of the human touch behind AI, each of these videos showcases the magic that happens when you connect deeply with your target audience.
It’s not just about selling your product; it’s about telling a story, evoking emotions, and leaving your audience with something to remember. Creativity compounds, relatability resonates, and boldness wins attention.
Why?
Because:
And because most of your target audience isn't even in the market right now, the real stake when making video content is to let yourself be seen and remembered.
Let’s craft a marketing video that doesn’t just tell a story—it captivates, engages, and drives real business growth. The kind that makes your audience stop, feel, and act. Ready to create something unforgettable? Let’s make it happen!"
Let me know if you’d like a different spin or any refinements! 🚀
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