No More B2Boring

By Sam Bevitt, Associate Creative Director

If you were asked you to name your all-time favourite B2B ad, you might draw a blank, unless you’re really into those niche boardroom presentations. Now, try naming your favourite B2C campaign and you’ll likely be struggling to narrow down your top 3, whether it’s the Cadbury’s Gorilla or the John Lewis Christmas ads or, going back a few decades, who can forget Leonard Rossiter and Joan Collins drinking Cinzano.

Why are consumer campaigns more memorable?

Well, historically B2B ads have been aimed at corporate boardrooms rather than the people making the communications decisions. These people are on LinkedIn and LinkedIn is shaking things up with an approach that’s more about heart and humour than dry facts and figures. 

Last year, LinkedIn even teamed up with Ryan Reynolds to challenge the norm. While the series got some buzz (thanks in part to Ryan’s charm and posting) it was the follow-on ads that really showed what LinkedIn is about:  “Conversations Start Here” and “We’ll Help You Find the Words”, ditched the usual corporate jargon and stiff settings. 

The ads brought a light-hearted, human touch with genuine humour, authentic storytelling and some little surprises that make people smile. They remind us that business actually is all about people and connections, not just transactions.

Why authenticity matters

You can’t just insert some funny images into a campaign. The narrative and messaging must be relevant, and the humour needs to be tuned to the audience. For example, there’s a wide gap between slapstick and witty wordplay. And as we always say at Sassy+, it’s all about the story.

• Emotional connection:  these LinkedIn ads make us laugh and relate, tapping into the idea that even in the business world, emotions matter.
• Human touch:  in an era when automation and AI are everywhere, LinkedIn’s approach brings back the warmth of real, human interaction.
• Standing out:  LinkedIn’s creative twist makes their ads memorable and shareable in a sea of the same old corporate messages.

High-quality production 

Using cinematic visuals and top-notch production values, these ads feel as polished and engaging as any high-budget consumer campaign. LinkedIn’s fresh take is part of a larger trend where business advertising is becoming more like consumer advertising. As the line between work and personal life blurs, professionals are looking for ads that entertain and connect on a human level, much like the brands we love outside of work.

Companies like Slack, Mailchimp, and Monday.com have already embraced this shift, using humour and storytelling to make their brands feel more approachable. In the end, LinkedIn isn’t just refreshing its own image, it’s setting a new standard for how B2B marketing can be fun, engaging, and downright human.