Mailchimp’s “Now What, That’s What” ad tackles the all-too-familiar moment in business where you’ve just launched something… and then realize you have no clue what comes next. It’s a stylish, clever ride through the “messy middle” of marketing, offering Mailchimp as the clear next step when the excitement of launching fades into a fog of to-dos.
The Formula (That Works at Any Budget):
Universal Business Truth = Instant Buy-In
The ad centers around a moment every entrepreneur and marketer recognizes: the “now what?” that follows a big launch. That hook makes it relatable from the first few seconds.
→ Lesson: Find a widely shared emotion or pain point and make it your opening line.
Cinematic Visual Metaphors = Memorable Messaging
Mailchimp visualizes indecision and marketing chaos as a surreal, dreamlike journey—complete with floating products, strange staircases, and endless questions. It’s bold and visually striking.
→ Lesson: Abstract visuals can make internal business struggles more interesting and cinematic.
Clear Product Role = Tangible Solution
After the uncertainty and confusion, Mailchimp enters as the structured, data-backed solution to guide the next steps—whether that’s email marketing, automation, or customer insights.
→ Lesson: Even in abstract or stylized ads, ground the narrative by showing your product solving a clear problem.
Smart Scriptwriting = Sticky Lines
The repeated phrase “Now what?” echoes throughout the ad, finally flipping into the confident tagline: “That’s what.” It’s catchy, confident, and clever.
→ Lesson: Smart writing can be just as powerful as flashy visuals in driving recall.
Humor Breakdown:
The humor here is more subtle and stylish than slapstick. It plays on the absurdity of decision paralysis, poking fun at how lost you can feel post-launch. One standout moment? A character asking an AI assistant for answers, only to get more questions—nailing the frustration of modern marketing tools with a smirk.
Final Verdict:
Mailchimp masterfully turns a common business lull into a surreal yet engaging journey. By visualizing confusion and showing how it can be overcome, the ad positions Mailchimp as the clarity businesses need when momentum stalls.
BRAVE-o-meter Score:
B-7 | R-8 | A-8 | V-8 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: mailchimp.com
LinkedIn: Mailchimp
