MailChimp Takes on a Sinister 'Black Hole' in Ads Aimed at Small Businesses

Droga5's Latest Spots Continue Brand's Quirky Marketing

By Alexandra Jardine. Published on May 23, 2017

Editor's Pick

Having made sure everyone knows its name with one of the more surreal marketing projects we've seen in recent years, email platform MailChimp is now plugging some specific products to small business owners, also in a quirky and unexpected style.

The next phase of its campaign through Droga5 is based around the idea of pitting MailChimp against a "black hole" -- the black hole being a "metaphor for everything you don't know about your business." A series of videos first introduces the sinister black hole, then explains how MailChimp's tools can help it disappear by helping with marketing automation, better ROI reporting and finding new customers on Facebook and Instagram (seen here). Each video ends with the words: "Black hole bad. MailChimp good."

It's certainly memorable B2B advertising, even if it lacks the completely bonkers surreality of the branding campaign.

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May 23, 2017
Droga 5
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Neil Heymann
Group Creative Director:
Don Shelford
Senior Copywriter:
Julie Matheny
Design Director:
Devin Croda
Senior Designer:
Nate Moore
Junior UX Designer:
James Garvey
Chief Creation Officer:
Sally-Ann Dale
Co-Director of Film Production:
Jesse Brihn
Co-Director of Film Production:
Bryan Litman
Associate Director of Film Production:
Ruben Mercadal
Associate Producer:
Sasha Pace
Associate Producer:
Isabella Lebovitz
Business Affairs Manager:
Denise Klapp
Director of Interactive Production:
Niklas Lindstrom
Associate Director of Interactive Production:
Justin Durazzo
Senior Producer, Interactive:
Madison Goldberg
Producer, Interactive:
Grace Wang
Director of Art Production:
Cliff Lewis
Director of Print Services:
Rob Lugo
Cayla Zahoran
Graphics Studio Managers:
Michelle Leedy
Graphics Studio Managers:
Virginia Vargas
Production Artist:
Emmanuel Perez
Quality Control Specialist:
Susanne Johansson
Global Chief Strategy Officer:
Jonny Bauer
Co-Head of Strategy:
Colm Murphy
Strategy Director:
Katie Coane
Head of Communications Strategy:
Colleen Leddy
Communications Strategy Director:
Taylor Hines
Chief Intelligence Officer:
Amy Avery
Data Strategist:
Kaveri Gautam
Executive Group Director:
Julian Cheevers
Account Director:
Pat Rowley
Account Supervisor:
Josh Freeland
Account Manager:
Camille Cheeks-Lomax
Performance Group Director:
Paul Eckelmann
Project Manager:
Rayna Lucier
Sarah Fox
Associate Counsel:
Zachary Werner
Chief Marketing Officer:
Tom Klein
VP of Marketing:
Sean Cook
Sr Director of Brand Marketing:
Mark DiCristina
Sr Director of Design:
Todd Dominey
Director of Marketing Operations:
Amy Sturgill
Senior Marketing Manager:
Palmer Houchins
Media Agency:
Group Account Director:
Ji Kim
Marketing Science Director:
Phil D'Addio
Associate Strategy Director:
Alex Arcuri
Digital Associate Director:
Tina Qu
Digital Analyst:
Sachin Manghnani
Associate Search Director:
David Weiss
Production Company:
Greg Barth
Director of Photography:
Andrij Parekh
Executive Producer:
David Richards
Erin Wile
Production Company:
Second Child
Line Producer:
Gabrielle Nicoletti
Paul McGeiver
Wax NY
Paul Watts
Executive Producer:
Toni Lipari
Annabelle Cuthbert
Post Production:
Executive Producer:
Camila De Biaggi
Richard Fearon
Marcus Wood
Elissa Norman
Sound Design:
Sound Design:
Anthony Moore
Sound Design:
Neil Johnson
Sound Mix:
Sonic Union
Sound Mix:
David Pappa

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