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Mailchimp's Online Campaign: We Are Your 2nd Brain
By: Adweek
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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.

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.



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