A young person sits alone in a retro-futuristic sorting room, eating a shrimp sandwich. Around them, glowing paper-filled shelves stretch across the space. Workers in uniform move quietly. One shrimp has a human-like eye staring back. As emotional music swells, the person reflects. The ad ends with the text “MailShrimp” transforming into “MailChimp.”
The Formula (That Works at Any Budget)
Small character = Small business
The “MailShrimp” represents a tiny idea trying to grow. The sandwich is a quirky way to show that early stage.
→ Lesson: Use a metaphor to reflect your audience’s starting point.
Surreal object = Big dream
A shrimp with an eye adds an emotional twist. It turns a joke into a moment of ambition.
→ Lesson: A surreal visual can anchor your brand message in memory.
Name switch = Transformation
The one-word shift from “MailShrimp” to “MailChimp” delivers the payoff. It says everything with no dialogue.
→ Lesson: Let your branding show the journey—from small to successful.
Humor Breakdown
This is surreal, deadpan humor. The character takes the shrimp sandwich seriously—especially once the shrimp looks back. The grand song creates a funny contrast with the quiet weirdness. No punchline needed.
→ Lesson: Juxtapose serious tone with strange visuals to build subtle comedy.
Final Verdict
Mailchimp avoids product talk and builds emotion instead. It makes small businesses feel seen, using a surreal moment to capture the dream of growth. The ad stands out by doing less—and doing it boldly.
BRAVE-o-meter Score:
B-9 | R-7 | A-8 | V-9 | E-7
BRAVE – 8.0/10
Watch the full ad & learn more:
Website: mailchimp.com
LinkedIn: Mailchimp on LinkedIn
