Small Business Owners Go for the Win in Constant Contact Campaign

'Let’s Win This' is a production from Boston-based content creation shop, VAGRANTS, for Constant Contact that celebrates the hard work, perseverance, and heroic dedication that it takes to win in the world of small business. These spots by VAGRANTS director, Dustin Devlin, put a humorous spin on those efforts by dramatizing the hard work that small business owners go through to keep their businesses going.

Amy, a motivated arts and crafts shop owner, sends out a promo email, then prepares for success by curling bottles of colorful paint, lifting heavy boxes with superhuman strength, and boxing with her version of a speed bag—a pineapple piñata. 

Petey, an online pickle shop owner, sends a marketing email with Constant Contact, then enters a Rocky-style montage of exercising with pickle jars, dragging a sled full of shipping boxes through his garage, and drawing inspiration from his “coach”:  a smiling life-sized pickle cutout.

The campaign is designed to rally small business owners and celebrate them for the everyday heroes that they are. Unlike so much advertising during Covid that has focused on hardship or negativity, our approach is really about the hard work that they put into their businesses and optimism for the future.

Both 'Let’s Win This' spots will be running in Live news and sports broadcast TV programming, including high profile shows like Today, Good Morning America,  Erin Burnett Outfront, Anderson Cooper 360, Morning Express, ESPN’s Sportscenter, NFL Live, and live College Football, Major League Baseball, and the National Hockey League games.  

Dustin Devlin, director, Vagrants co-founder, comments: "As a director, when you see boards inspired by an 80’s movie montage set to a power rock ballad, you ask yourself, “what did I do to deserve this?” You just can’t have more fun in 30 seconds than that. Having worked with the creative team at Constant Contact before, we connected immediately and had a shared vision for what this campaign could be. The production process was beautifully collaborative from our music partners to production design– everybody just got it!"

Jen Perry, Constant Contact, senior director of creative, says: “We’ve seen a lot of emotional “sadvertising” throughout the Covid pandemic, particularly aimed at small businesses. But for this campaign, we wanted to celebrate SBOs and employees as the heroes they are, and hopefully give them an opportunity to laugh at the intensity of the work that they do every day to drive their businesses forward—not unlike Rocky training for a big fight,” said Jen Perry, Senior Creative Director at Constant Contact. “Our email marketing tools can help them win that everyday fight, and we wanted to get that across in a way that would stand out and give people a much-needed smile and a sense of optimism after a challenging year.”

“Dustin and his team completely understood our goals with this project and wholeheartedly embraced the creative concept. Having worked with VAGRANTS before, they also have a great sense of what our brand stands for. Knowing how excited the team was about this project made it easy for us to decide to work with them again, and they really gave their all to making these spots great—and having a ton of fun along the way.”