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MailShrimp? JailBlimp? The brand is betting that viewers will make the connection.

Fans of the podcast "Serial" will recall ads in which a girl mispronounces the name of email marketing company MailChimp as "Mailkimp." Now, in its first work with Droga5, the brand is once again banking that consumers will make the connection between the erroneous pronounciation of its name and the real thing. Aptly called "Did You Mean…?," the campaign consists of three peculiar 60-second films that don’t include the name of the company at all; instead, they are fashioned as fake ads for movies called "MailShrimp," "JailBlimp" and "KaleLimp." The films, which were produced by Riff Raff Films and directed by The Sacred Egg, will play in select movie theaters and online.