Droga5 gets the credit for advertising that made the name, Mailchimp, famous – ironically playing on the fact that people kept getting it wrong. The agency also gave the brand a quirky personality that set it apart in a genre that was, at the time, well…staid.

Mailchimp has been trading on this foundation since 2017. Now Mailchimp is Intuit Mailchimp and has its own in-house agency, Wink. Its advertising has normalised somewhat – it differentiates itself against its competitors, like it did last year with Turn Clustomers into Customers, using Midjourney to kickstart the commercial’s visual look – but it remains irreverent with splashes of madness.

Wink has used AI again to prototype the look and feel of the 2024 campaign that communicates how to Mailchimp Your Marketing – still playing with both absurd humour and the Mailchimp name. This year, the campaign underline’s Mailchimp’s “#1 AI-powered email”. In the spot that is deliberately cheesy, “Mailchimp” becomes a buzzword, as in “No Mailchimping way!” and “That’s Mailchimp-nificent!”. It’s horribly, cringeworth-ily hilarious as it builds – and try as you may, Mailchimp will be embedded in your brain.

The film was directed by Prettybird director, Kitao Sakurai, who captured almost every shot in camera. Minimal VFX was used to finesse the final frames.

For those who also find Mailchimp’s ad history fascinating, here is Turn Clustomers Into Customers:

And here is the 2022, Guess Less, Sell More, that takes absurd fun to its outer edge.