How relatable humor made this Deloitte’s most viewed video ever.

With over 420,000 views Digital Heartbeat is the #1 most viewed video on Deloitte’s YouTube channel.

Using humor to sell a complicated service

Using humor in your marketing videos can be a bold move, especially if its uncharted territory for your brand. Many marketers, particularly those reaching B2B audiences may shy away from a joke at the risk of coming off as cheesy. In Deloitte’s case going for the joke really paid off.

Only a few months after the video was posted, this video for Deloitte’s Digital Heartbeat solution has been viewed 168 times more than the channel’s average. With over 420,000 views at the time of this writing, the video is the #1 most viewed video on the Deloitte US YouTube channel.

Deloitte’s marketing team needed a video that could generate leads and help close business for its Digital Heartbeat solution. The issue was that Digital Heartbeat is a somewhat complicated product. The solution wrangles, analyzes, and controls robotic process automation (RPA) on an enterprise level. In case you aren’t familiar, an RPA is a “robot” employee that you can train to do really boring tasks like copying and pasting information from one system to another. The issue is big companies have set up a ton of these RPAs but have no visibility into how they are performing, if they’re even on, and if they’re reaping any value from them. This is where Digital Heartbeat comes in. It takes all of the RPAs and feeds their information into a single dashboard where it does all of its cool analytic stuff. You can see how this gets very complicated.

After multiple conversations with our client, we distilled the message down to, “un-managed RPA is kind of like unmanaged people.” Now we had to visually demonstrate this. Our concept was to personify RPA as misbehaving, unmanaged employees. From there, we’d make the claim that leaving your RPAs unmanaged is just like leaving your employees unmanaged. And that’s what the spot does.

We held several calls with our client’s team to learn about all of the common frustrations their prospects have with RPA. Stuff like RPAs just sitting idle because they can’t log in to a platform, or failing to hand off an item to another RPA, causing the workload to pile up and not be completed.

We took all of these frustrations and had people act them out in the first part of the commercial. For the second half of the commercial we ask, “You wouldn’t leave your human workforce unmanaged, so why don’t you have a strategy for managing your digital labor?” We then hit on Digital Heartbeat’s features and benefits before tying the whole spot up with a bow via a callback joke (you’ll have to watch).

Digital heartbeat is now the #1 most viewed video on the Deloitte US YouTube channel, by a long shot, with over 420K views. It’s a great use of highbrow humor.

Matt Lennert
Matt Lennert

Why humor works in this video

Humor is super tricky. It doesn’t always work. And it may not fit with your brand’s archetype. So why did we use humor for this video? There’s no doubt that Deloitte doesn’t initially make you think of “funny videos” after all.

We knew highbrow humor would work in this case because we were illustrating a simple metaphor: unmanaged RPA is just like unmanaged humans. The humor came naturally and wasn’t forced. It was like there was no other way to tell this story without it being kinda funny.

The key takeaway here is that just because you have a complicated product or service doesn’t mean you have to have a boring video. And just because your brand isn’t known for humorous content, doesn’t mean it should be off-limits. If the story you’re telling is funny, without being forced, then go ahead and tell it!

What we do

While no two projects are the same, here’s everything we can do to deliver effective B2B video ad campaigns


  • Marketing diagnostic

  • Competitive analysis

  • Strategic messaging framework

  • Video marketing plan for your buyer’s journey


  • Creative briefs

  • Video ad concepts

  • Scripting

  • Storyboarding


  • Director’s treatment

  • Casting / location scouting

  • Video production

  • Post-production

  • Finishing


  • Paid, earned, shared & owned media strategy

  • SEO optimization & designer thumbnails

  • Launch planning

  • Social headlines/copy

  • Reporting & optimization

Let’s talk

We’ve helped companies just like yours win more customers with video. Tell us about your goals.

  • “Our projects were wildly successful. They use great techniques to generate leads and build brand awareness and momentum.”

    Thomas Osborne

  • “The video is now the #1 most viewed video on the Deloitte US YouTube channel, by a long shot, with over 420K views. It’s a great use of highbrow humor.”

    Matt Lennert

  • “Umault will really dig into your company’s identity, goals, and audience to find the best way to convey your message.”

    Karen Kazmierczak

Umault is a boutique video marketing agency that helps B2B businesses create captivating content, engage the right people, and drive sales. We concept, script, and oversee video campaigns that make the complex simple and sexy, transforming ordinary businesses into extraordinary brands.

Subscribe to our newsletter


318 W Adams St.
Suite 1600
Chicago, IL 60606

p - 312.265.0932
e - [email protected]



What we do
Training and downloads

Copyright Umault 2021. All Rights Reserved.
Made with 🍕 and ❤️ in Chicago.