The Ad That Makes B2B Feel Human

This ad from Base American hits you right in the feels with just one line: “Don’t tell your grandkids all you did was B2B SaaS.” It turns a boring industry tagline into a story about legacy and meaning.

Why It Works

• It humanizes a technical industry instantly

• Uses contrast: heartfelt imagery vs. dry SaaS language

• Creates emotional FOMO—no one wants to feel like their work didn’t matter

• Anchors a lofty mission (“building the future of energy”)

Real-World Examples

• Patagonia’s “Don’t Buy This Jacket” ad used humility to sell purpose

• Apple’s “Think Different” positioned tech as a movement

• Mailchimp made B2B feel fun with playful branding

Creative Variations

Show this same concept across industries—finance, logistics, healthcare—and see how legacy storytelling changes the tone.

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style