The best b2b video ads have these three things

In this episode, Guy Bauer — founder and creative director of
Umault — breaks down the three essential ingredients that make B2B
video ads actually work. Guy kicks things off with an exciting
personal update: he’s making his first feature film, documenting
the journey on YouTube under the playlist Guy Makes a Movie. Then,
he dives into the core topic: #1 - Characters with a Point of View
Guy explains how memorable B2B ads feature characters who stand for
something - with a strong belief, purpose, or perspective that
drives the story. Whether they’re representing the old way or the
new way, their convictions fuel engagement. #2 - One Message Forget
packing in 42 “key” messages. The best ads have a single, clear
takeaway - one idea, powerfully expressed. Guy uses the Palms
Casino’s “From Dust to Gold” campaign as a brilliant example of
sticking to a singular message. #3 - Conflict Compelling stories
need friction. Conflict - whether it’s character versus character,
versus nature, or even an outdated system - gives the audience a
reason to keep watching. Without conflict, you’re basically selling
paper towels, and nobody cares.