Using MailChimp Is Like Having a Second Brain, Says Brand's Colorful New Spokeswoman

This is your brain on MailChimp. Except it's not your brain, but a second brain, working alongside yours to handle various time-consuming marketing tasks, so you can focus on your small business' bigger picture. That is MailChimp's pitch to business owners in colorful new ads from Droga5, pitching the marketing automation platform's suite of tools that include services like email, ad-targeting and ecommerce. A series of online videos, styled as chirpy and a bit hallucinatory educational-style videos, explain the "Get Another Brain" concept. The first video introduces the metaphor via the brand's new spokeswoman, whose fast-paced banter covers a lot of ground quickly: [kickout id="1"] Subsequent spots posit more specific scenarios for MailChimp users, and their second brains, which will make everything a snap. [kickout id="2"] [kickout id="3"] [kickout id="4"] [kickout id="5"] [kickout id="6"] The work is appealingly odd and gets more into the weeds of MailChimp's services than Droga5's previous campaign for the brand—the much lauded "Did You Mean MailChimp?" work, which won a Cyber Grand Prix at Cannes. The spokeswoman character, in particular, is memorable. Played by London-based actress Fliss Russell, who has a background as a children's entertainer, she delivers her snappy monologues while exuding a manic and self-aware charisma that still manages to be charming. "We cast a net wide, and both the director [Rob Leggatt] and creatives collectively felt that she had the right range of delivery and quirkiness that fit the MailChimp brand and campaign idea perfectly," says Ruben Mercadal, associate director of film production at Droga5. CREDITS Client: MailChimp Campaign: Get Another Brain Title "Brains (And how to get a MailChimp one)" "The Brain Welcomes New Subscribers" "The Brain Finds A New Audience with Facebook Ads" "The Brain Recovers Abandoned Shopping Carts" "The Brain Rewards Best Customers" "The Brain Retargets Site Visitors with Google Ads" Launch Date 09.26.17 Agency Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Ted Royer Executive Creative Director: Neil Heymann Group Creative Director: Don Shelford Associate Creative Director: Julie Matheny Senior Art Director: Leilanni Todd Copywriter: Colin Lord Art Director: Inna Kofman Design Director: Devin Croda Associate Design Director: Nate Moore Experience Designer: James Garvey Chief Creation Officer: Sally-Ann Dale Co-Directors of Film Production: Jesse Brihn, Bryan Litman Associate Director of Film Production: Ruben Mercadal Associate Producer, Film: Sasha Pace Business Affairs Managers: Marcelle Gruman Associate Director of Interactive Production: Justin Durazzo Producer, Interactive: Grace Wang Associate Producer, Interactive: Lauren Hanglow Director of Art Production: Cliff Lewis Photographer: Paul McGeiver Director of Print Services: Rob Lugo Performance Group Director: Paul Eckelmann Retoucher: John Ciambriello Retouching Studio Managers: Michael Mockler, Michelle Leedy Graphics Studio Managers: Virginia Vargas Principal Interactive Developer: Simon Abrams Production Artist: Emmanuel Perez Quality Control Specialist: Susanne Johansson Global Chief Strategy Officer: Jonny Bauer Co-Head of Strategy: Colm Murphy Group Strategy Director: Dan Ng Strategy Director: Deepa Sen Strategy Director: Katie Coane Head of Communications Strategy: Colleen Leddy Communications Strategy Director: Taylor Hines Chief Intelligence Officer: Amy Avery Senior Data Strategist: Joshua Gordon Executive Group Director: Julian Cheevers Account Director: Pat Rowley Account Supervisor: Josh Freeland Account Manager: Camille Cheeks-Lomax Project Managers: Rayna Lucier, Kareem Miller Associate Counsel: Zachary Werner Client MailChimp Chief Marketing Officer: Tom Klein VP of Marketing: Sean Cook Sr Director of Brand Marketing: Mark DiCristina Sr Director of Design: Todd Dominey Marketing Manager, Brand: Sarita Alami Director of Marketing Operations: Amy Sturgill Senior Marketing Manager: Palmer Houchins Production Company: Knucklehead Director: Rob Leggatt DOP: Ben Smithard Executive Producer: Matthew Brown / Cathleen Kisich Producer: Peter Knowles Editorial: Wax / The Quarry Editor: Paul Watts, Flaura Atkinson Assistant Editor: Nick Bruce Producer: Annabelle Cuthbert Postproduction: MPC Telecine: Richard Fearon Flame / Head of 2D: Marcus Wood Producer: Chris Connolly Music: Found Objects NY Sound Design: Jack Hallett @ Factory Mixer: David Papa @ Sonic Union Interactive Production Company: Resn Creative Director: Wade Cowin Creative Technology Director: Matt Halford Director of Technology: Emlyn Hughes Executive Producer: Deirdre Crowley Producer: Ali Middleton

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Using MailChimp Is Like Having a Second Brain, Says Brand's Colorful New Spokeswoman

A character as vibrant as the set design

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