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 Conflict - whether it’s character versus character, versus nature, or even an outdated system - gives the audience a reason to keep watching.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