HubSpot shows how frustrating B2B software can be in artful spots by Arts & Letters

‘And That’s Why We Use HubSpot’ juxtaposes the brand with other competitors in the category

Published On
May 07, 2024

Editor's Pick

A lot of times, B2B software, while meant to be a helper, is actually a complicated burden for getting things done. That frustration is dramatically captured in HubSpot’s new creative campaign, “And That’s Why We Use HubSpot,” from Arts & Letters.

Launching today (May 7), the hero film (above) has a playful, humorous, witty approach with fantastical vignettes that depict the feeling of growing a business with and without HubSpot. Juxtaposing scenes illustrate frustrated, overwhelmed and confused workers trying to develop a streamlined process without HubSpot, compared with peaceful, organized workers who work with HubSpot.

The film was directed by Rick Darge, along with consulting director Ian Pons Jewel from ProdCo. The HubSpot shoot took place in Tbilisi, Georgia. The campaign marks the second national campaign Arts & Letters has helped launch for the brand and positions HubSpot as the easy-to-use antidote to frustrations expressed by professionals everywhere—to help them grow their business without growing pains.

The creative leans on illusion and VFX and camera tricks—different for the B2B category—to demonstrate the intensity of the problems in the category. See some additional 15-second spots below.


“A desk actually cracked in half, we rigged elevator doors closing on someone’s head—gently—and that guy with steam coming out of his ears really had the ability to take his face to that frustration level within seconds,” Molly Jamison, executive creative director at Arts & Letters, told Ad Age. 

“Most software in our space tends to be expensive, difficult to implement and complicated—making it largely unused by the marketing, sales and service teams it was meant to help,” said Sunil Desai, VP of marketing at HubSpot. “We often hear from customers how much their teams love using HubSpot—and how easy it is to get things done, whether it’s generating new leads, managing deals or providing customer support. That's why it made perfect sense to bring that feeling of ease to life through this campaign, celebrating the confidence our customers experience when using HubSpot.”

The campaign will run in OTT and digital video, contextual audio, podcast ads, paid and organic social media and OOH across North America.

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May 07, 2024
Client :
Agency :
Arts & Letters Creative Co.
Founder & Chief Technology Officer :
Dharmesh Shah
Founder & Executive Chairperson :
Brian Halligan
Chief Executive Officer :
Yamini Rangan
Chief Marketing Officer :
Kipp Bodnar
VP Global Brand Comms & Creative :
Sunil Desai
Global Sr. Director Brand Marketing & Social :
Amy Marino
Global Sr. Manager Brand Marketing :
Alicia Collins
Principal Brand Marketing Manager :
Callie Wilkinson
Senior Brand Marketing Manager :
Kyra Peckaitis
Senior Director Creative :
Jamee Sheehy
Manager Brand Paid Media :
Jillian Hope
Sr. Brand Paid Media Manager :
Nicole Ondracek
Sr. Brand Paid Media Manager :
Katie Boline
Senior Data Analyst :
Ariel Boswell
Founder Executive Creative Director :
Charles Hodges
Director Strategy :
Andy Grayson
Managing Director :
Theo Abel
Head of Production :
Lisa Setten
Executive Creative Director :
Molly Jamison
Creative Director :
Brett Simone
Creative Director :
Lillian O'Connor
Art Director :
Jon Hirsch
Copywriter :
Craig Gerringer
Technical Director :
Abbey Williamson
Technical Designer :
Matthew Warren
Senior Designer :
Andrew Caturano
Senior Designer :
Rebecca Mass
Motion Designer :
Ben Layman
Executive Producer :
Jason Sheldon
Executive Producer :
Whitney Green
Senior Producer :
Beata Mastalerz
Producer :
Collyn Dixon
Post Producer :
Patrick Lewis
Post Producer :
Rob Rosko
Studio Manager :
Evan Cotter
Music Supervisor :
Casey Wheeler
Director of Business Affairs :
Lenora Cushing
Business Affairs Manager :
Jennifer Kmetzsch
Group Business Director :
Molly Navalinski
Group Strategy Director :
Ralph Paone
Business Director :
Mick Potthast
Business Manager :
Justin Zollar
Strategist :
Bodi Karsono
Production Company :
Director :
Rick Darge
Consulting Director / Founding Partner :
Ian Pons Jewell
Founding Partner/Executive Producer :
Zico Judge
Executive Producer/Managing Director :
Emma Wilcockson
Line Producer :
Doochy Moult
1st AD :
Denniss Sonin
Director of Photography :
Octavio Arias
Production Designer :
Vova Radlinski
Costume Designer :
Carolina Galiana
Service Production Company :
Radioaktive Shelter
Founding Partner :
Darko Skulsky
Founding Partner :
Albert Zurashvili
Executive Producer :
Gena Sshevchenko
Line Producer :
Yulia Foster
Editorial :
Church Edit
Editor/Founder :
Mah Ferraz
Assistant Editor :
Arie Abraham
Assistant Editor :
Logan Tarter
Executive Producer :
LauRenn Reed
Post Producer :
Kylie DeVries
Electric Theatre Collective
EP :
Vic Lovejoy
Studio Producer :
Naima Vogt
VFX Producer :
Katie Sharpe
VFX Supervisor :
Alex Gabucci
CG Supervisor :
Dorianne Fibleuil
Creative Director :
Geoff Parsons
Design Lead :
Jess Gaynor
Colorist :
Luke Morrison
Sound Design & Music :
Barking Owl
Sound Designer :
Elizabeth McClanahan
Mixer :
Stuart St. Vincent Welch
Executive Creative Director :
Kelly Bayett
Executive Producer :
Ashley Benton
Jr. Producer :
Jenna Pangilinan
Music :
Singing Serpent
Executive Producer :
Dennis Culp
Associate Producer :
Beks Johnson
Creative Director :
Jon Spencer
Composer :
Alex Berglund

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