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 Conflict - whether it’s character versus character, versus nature, or even an outdated system - gives the audience a reason to keep watching.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.