Come Again? These Short Films Play on MailChimp's Name in Truly Surreal Ways

Email Service's First Work From Droga5 Will Air in Movie Theaters

Published on

Editor's Pick

Email marketing platform MailChimp plays on its unusual name in a surreal debut campaign for the brand from Droga5, consisting of three short films that will air first in movie theaters.

The agency collaborated with Riff Raff Films and British directorial duo The Sacred Egg on the unbranded one-minute spots, each of which dreams up a bizarre scenario riffing on a mistaken version of the brand name. In "Mail Shrimp," seen here, a shrimp sandwich croons to a mail boy about his hopes and dreams. "Jail Blimp" sees a little girl freeing tiny prisoners from a blimp pinata at a birthday party, while "Kale Limp" features dogs made of kale providing the ingredient for a romantic dinner.

The films are part of a wider integrated campaign taglined "Did You Mean?" that centers on the fact that people (apparently) regularly mispronounce the MailChimp name or get it wrong, and, according to the agency, aims to position MailChimp as a "beacon for not blending in." They are running in select theaters in New York, Los Angeles, Chicago, San Francisco and Atlanta, among other cities, and will also air on television starting Feb. 20.

The directors, otherwise known as Ed Kaye and Alex Mavor, spent five years as agency creatives at Mother London and were chosen for the Saatchi & Saatchi New Directors' Showcase at Cannes in 2014.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jan 23, 2017
Richard Fearon
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age