Gusto Drops F-Bombs in B2B Campaign

I saved two workflows from a large agency I partnered with some years ago documenting the steps, resources, staff, and milestones required in the creation of a campaign, from when the client briefs the agency to when the creative brief is sent to the creative team to when the final, approved campaign is sent to market. In all, there are about 45 steps involving many, many account, strategy, creative, and media people, accounting for hundreds and possibly thousands of (billable) hours of work.

So, the democratization of targeted advertising at scale is a good thing, as it largely removes the legacy structural, financial, and media platform gatekeepers from the equation. But, it has also stripped away the strategic and creative layers that make advertising interesting and impactful. In this performance-driven world, we’ve become excellent at placing ads but often forget that advertising is about creating meaning.

This is especially true in B2B marketing, where logic, efficiency, and data reign supreme. We tell ourselves that buyers make decisions rationally, based on ROI and metrics. But, here's your annual reminder that B2B buyers are human too, and humans crave stories that make them FEEL something.

Yes, FEELINGS, the F-Bomb of B2B. Throw that word out in a meeting and see how it is received.

That’s why we’ve been impressed by Gusto’s latest campaign, "If you had to choose...", which has been popping up on CTV feeds. It’s an elegant execution bringing levity, confidence, and emotional resonance to a category that’s often as dry as HR paperwork.

Here’s what makes Gusto’s campaign stand out:

The Product as Hero
Each vignette makes the product the central character, solving a problem for the target audience. It’s simple, clear, and purposeful storytelling: the product (hero) saves the ICP from the problem, a pain point they know all too well.

Economy and Humor
Gusto’s ads don’t waste a single frame. They enter in the middle of the scene, keep dialogue concise, and use humor to disarm. Humor, when done well, is a sign of confidence—it says, “We know what we’re doing, and we don’t take ourselves too seriously.”

Feelings as the Goal
The ads aren’t just about conveying features or benefits—they’re about creating a FEELING. Each vignette takes the audience on an emotional journey, from one (undesirable) state to another (more desirable) one:

From confusion to clarity.
From being overwhelmed to feeling supported.
From frustration to empowerment.

The Unlock: Why Feelings Matter in B2B
All drama is conflict, and your ad is the drama. The story it tells takes the audience from one emotional state to another. While B2B often leans on logic, the most memorable campaigns tap into the FEELINGS people crave at work:

From confused to inspired.
From bogged down to productive.
From unappreciated to valued.

These emotional resolutions open the door to deeper differentiation. They make your brand stick because humans remember how something made them feel, even if they forget the details.

Gusto’s Confidence
By injecting humor and humanity into HR—a category not known for either—Gusto shows confidence. It’s not trying to outshout competitors with technical jargon or bland rational appeals. Instead, it’s inviting customers into a story where they feel seen, understood, and empowered.

This is the lesson for all B2B marketers: creativity doesn’t come from features or data points; it comes from solving a problem in a way that connects emotionally. Ad tech might tell you where to place your message and who to target, but it can’t tell you what to say or how to make someone care.

So, where do you find your FEELINGS?

Category Strategy starts with anchoring in the human problem behind the business problem, and applies that empathy to understand your audience’s emotional journey, identifying the unlock opportunities that differentiate your solution in a way that deeply resonates. By connecting logic with emotion, Category Strategy bridges the gap between functional messaging and meaningful impact.

Here's hoping you're FEELING clear and confident in your Category Strategy for 2025.

-DRMG