In this ad, Mailchimp cleverly uses a plastic or glass-like brain model to visually explain how the platform acts as a “second brain” for marketers. Set up on a table, the brain model lights up in one specific section as the speaker explains how Mailchimp helps her find new audiences. This metaphorical brain highlights how Mailchimp simplifies complex tasks and decision-making in marketing.
The Formula (That Works at Any Budget):
Brain Model as Metaphor = Simple, Visual Storytelling
The clear, plastic-like brain, resting on a table, becomes a powerful metaphor for decision-making. Only one section of the brain lights up, representing a focused action that Mailchimp helps with—finding the right audience. This targeted visual ties perfectly to the task at hand, making it clear how Mailchimp can streamline the process.
→ Lesson: Focus your metaphor on one key feature to make your product’s value easy to understand.
Calm, Direct Explanation = Trust and Clarity
The speaker calmly explains how Mailchimp helps with audience targeting, using the brain model to guide her point. Her clear, direct explanation, combined with the lighting-up effect, gives a sense of authority while keeping the messaging relatable and straightforward.
→ Lesson: Speak directly to your audience’s pain points in a way that feels personal, not salesy.
Minimalist Product Demo = Less Is More
Rather than running through an extensive product demo, the ad focuses on one key benefit: Mailchimp’s ability to help marketers identify and reach new audiences. This focused approach keeps the ad simple and digestible without overwhelming the viewer with technical details.
→ Lesson: Simplicity drives clarity. Focus on one key feature to avoid overcomplicating the message.
Humor Breakdown:
The humor in this ad is understated, with a light, clever touch. The brain lighting up is a quirky, visual cue that adds a playful tone to the ad. The combination of the dry, straightforward delivery and the oddity of a brain model lighting up keeps things interesting without going overboard.
→ Lesson: Subtle, quirky humor can add personality without detracting from the core message.
Final Verdict:
This Mailchimp ad is all about simplicity and clarity. The brain model visualizes the product’s value, and the calm, focused explanation ensures the message lands without confusion. It’s a strong example of how to use metaphor and minimalism to communicate complex benefits in a way that’s easy to grasp and memorable.
BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: Mailchimp
LinkedIn: Intuit Mailchimp
