Buck’s new film for Mailchimp reminds us our “ideas will flow again” in an overwhelming world

The short is intended to bring small business owners to the fore and celebrate their tenacity.

8 September 2020


Being an entrepreneur or self-employed has never been easy. Finding clients, managing your own time, coming up with new ideas all the time, and even employing others. It can be an overwhelming job which makes you feel like you’re alone in your struggles. Needless to say, small business owners were some of the hardest hit during the pandemic, with little to no financial reserves and support, many saw their work dry up altogether. Hope is not lost though, and it’s this message that Buck’s latest animated spot for Mailchimp champions.

The one-minute spot is short but sweet, imbued with positivity and humour. It’s been produced in collaboration with R/GA (who previously rebranded Mailchimp in 2018) and features a soundtrack by singer, multi-instrumentalist, and songwriter Kaoru Ishibashi, AKA Kishi Bashi. The whole advert was made during lockdown.

The idea is to bring small business owners to the fore and celebrate their tenacity. The film is therefore inspired by real Mailchimp small businesses and includes a pasta chef, an online publisher, a DIY queen, a gym owner and an indie label owner. The overall message is that, despite adversity, these businesses will come out the other end, lending the film its title Momentum.

“If you’re sometimes overwhelmed,” the voiceover says, “by an often overwhelming world, know that your ideas will flow again, you’ll pick yourself and go again, who you’re meant to be, you’ll be…”

Stylistically, the advert is lively and bright, flitting between block-colour backgrounds of red, green pink and more. The characters emerge from these backgrounds as black scribbles, transitioning fluidly from one scene to the next. It’s a simple but energetic approach to conveying an empowering message at this difficult time.

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About the Author

Ruby Boddington

Ruby joined the It’s Nice That team as an editorial assistant in September 2017 after graduating from the Graphic Communication Design course at Central Saint Martins. In April 2018, she became a staff writer and in August 2019, she was made associate editor.

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