Watch B2B Absurdity Drive Mailchimp Message

Rad visuals right here

Look out below!

A desk jockey rides his chair through an office ceiling from the floor above. As plaster flies, the dude stays up there, still seated, and chats with a colleague like it’s no big deal.

That’s just one memorable sequence in a :60 hyping Mailchimp’s marketing tools. The head-launched-through-a-roof and wildly weeping CFO are absurdly awesome, too.

Usually, a line like “Mailchimp Your Marketing” doesn’t rate. Here, it feels in sync.

Also, characters say “No Mailchimping way!” and “That’s Mailchimp-nificent!” In this kooky corporate universe, it all makes sense.

“When you’re tasked with marketing marketing software to marketers, you have to mix it up and make it more memorable,” Jeremy Jones, global head of creative at the brand’s in-house Wink agency, tells Muse. “They’re a tough audience and everyone is always selling them something.”

With that dynamic in mind, “We took a different angle to break through not only visually with our stunts but also with language and dialogue which, in a category like ours, can be extremely mundane. We challenged ourselves to come up with different verbs and adjectives and created ‘Mailchimpisms'”

PrettyBird director Kitao Sakurai captured almost every shot in camera, with VFX used to polish the final frames.

For the seated ceiling-buster, the team designed a chair with a rigged motor mechanism that sprung him backwards. “We then flipped the scene so he appeared upside down ,” Jones recalls.

The ROI-though-the-Mailchimping-roof marketer wore a harness that lifted her into the air. It took about 20 tries to attain the proper speed and trajectory. “Then we built a mini roof on set that she could stand under and physically bust through with each take,” Jones says.

As for the crybaby CFO, “We had him wear an eyeglass rig that shot crazy amounts of water. We then shot a clean plate and removed the glasses in post.”

This fun campaign follows last year’s “Turn Clustomers Into Customers,” which also rocked impressive imagery and wacky wordplay.