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7.3.2025

creative

The three things all great B2B video ads have in common

If you want your B2B video ad to rise above the usual corporate white noise, you need three essentials baked in:

1. Characters with a point of view

Characters shouldn’t just recite brand lines. They need beliefs, attitudes, and convictions – something that gives them purpose and makes the story worth following. Whether they stand for the new way or cling to the old way, that perspective drives your spot forward.

2. One message

Focus on one thing. Trying to cram in a laundry list of key messages guarantees no one will remember any of them. The best ads commit to a single, clear message. Supporting ideas can tag along, but everything should orbit that one core point.

3. Conflict

Conflict is what makes people keep watching. If your video is all smooth sailing, there’s no tension, no stakes, and no reason to care. Opposing points of view, challenges, and obstacles – these spark interest and give your story energy.

If your B2B video ad nails these three – strong characters, one message, and real conflict – you’ll be far ahead of most of the boring, forgettable corporate videos out there.

Listen to this article's companion podcast:

GUY BAUER

FOUNDER AND

CREATIVE

DIRECTOR

Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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