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Klaviyo, the autonomous B2C CRM, have launched Your Brand’s Best Friend, Klaviyo’s first global brand campaign since unveiling its B2C CRM platform, and its first project in partnership with Gus
Starring actress and comedian D’Arcy Carden of The Good Place and The Five-Star Weekend, the Klaviyo campaign brings the idea of a brand “BFF” to life, positioning Klaviyo as the trusted partner that gets your brand, understands your customers, and always has your back. Carden personifies Klaviyo throughout the campaign, turning the technology behind smarter, more personal customer relationships into an actual work friendship.
In the hero film, Carden stars opposite Leo, a marketing leader at the large, fictional outerwear company BIG COAT. Their working relationship plays more like an inseparable friendship as they build global campaigns over a shared milkshake and manage customer conversations during an increasingly competitive game of ping pong. By the time their latest campaign is ready to launch, the pair - powered by Klaviyo’s autonomous B2C CRM, are celebrating like best friends who just pulled off something big together.
“The best relationships are built on really knowing someone, and we think the relationship between a brand and its customers should work the same way,” said Jamie Domenici, CMO of Klaviyo. “Klaviyo gives businesses a deep understanding of their customers and helps them turn that understanding into experiences that feel relevant and personal. Gus helped us capture the role we want to play for consumer businesses: a partner that knows their brand, understands what they need, and is always there to help them make the next move.”
Credits
View on- Agency Gus/New York
- Production Company Stink/USA
- Director WATTS
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Credits
View on- Agency Gus/New York
- Production Company Stink/USA
- Director WATTS
- Editing Cabin Edit/Los Angeles
- VFX Shepherd
- Color Rare Medium
- Audio Post Human Music & Sound Design/USA
- Chief Creative Officer Spencer Lavallee
- Senior Art Director Julia Muell
- Senior Copywriter Nick Garfield
- Art Director Smera Dhal
- Copywriter Celeste Chance
- Art Director Max Dotson
- Copywriter Caleb Driesman
- Designer Sarah Dexin
- Executive Producer Adam Perloff
- Executive Producer Mungo Maclagan
- Line Producer Michelle Woodward
- Production Designer Daria Savic
- DP Peter Simonite
- Editor Taylor Walsh
- Senior Post Producer Jasmine Henry
- Assistant Editor Kayla Hashimoto
- Producer Arielle Weir
- Creative Director Aidan Thomas
- Executive Producer Heath Raymond
- Colorist Stephanie Park
- Audio Mixer Sarah Gibble
- Talent D’arcy Carden
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Gus/New York
- Production Company Stink/USA
- Director WATTS
- Editing Cabin Edit/Los Angeles
- VFX Shepherd
- Color Rare Medium
- Audio Post Human Music & Sound Design/USA
- Chief Creative Officer Spencer Lavallee
- Senior Art Director Julia Muell
- Senior Copywriter Nick Garfield
- Art Director Smera Dhal
- Copywriter Celeste Chance
- Art Director Max Dotson
- Copywriter Caleb Driesman
- Designer Sarah Dexin
- Executive Producer Adam Perloff
- Executive Producer Mungo Maclagan
- Line Producer Michelle Woodward
- Production Designer Daria Savic
- DP Peter Simonite
- Editor Taylor Walsh
- Senior Post Producer Jasmine Henry
- Assistant Editor Kayla Hashimoto
- Producer Arielle Weir
- Creative Director Aidan Thomas
- Executive Producer Heath Raymond
- Colorist Stephanie Park
- Audio Mixer Sarah Gibble
- Talent D’arcy Carden
The idea extends across the global 360 campaign through OOH and digital executions that borrow the familiar language of friendship to capture the relationship between Klaviyo and the business professionals who rely on it to grow their businesses. Carden brings an infectious energy to the campaign, effortlessly tapping into both quirky, physical comedy and the Type A, “get sh-t done” mode that made her a natural fit to personify Your Brand’s Best Friend.
“Somewhere along the way, B2B became synonymous with functional advertising, and we don’t think it has to be,” said Spencer LaVallee, Co-founder and CCO at Gus. “The people making business decisions are the same people watching comedy, sports and everything else they love. With Klaviyo, we wanted to build an idea that could live in that world. ‘Your Brand’s Best Friend’ takes a complex CRM story and makes it immediately relatable, giving us a platform that can be funny, emotional, and culturally relevant without losing sight of what the product actually does.”
The hero film was directed by WATTS, the husband-and-wife directing duo known for blending elevated visual craft with sharp comedic instincts.
