Having played the captain of a pirate ship for CRM platform Hubspot last year, "WandaVision" actor Kathryn Hahn is back again as the CEO of a Wild West outlaw posse.
Two new spots in the HubSpot “Success Stories” series, created by 72andSunny New York, see Hahn’s character promoting the benefits of HubSpot CRM tools but in a Wild West setting. Like the town's saloon doors, they're “intuitive, flexible and outperform the competition,” she quips in one ad, before playing darts with a joke about hitting her targets. Another spot sees Hahn's colleague challenging a rival to a duel; that is, over converting a lead.
The spots, by 72andSunny, were directed by Smuggler's Tony Yacenda, and shot by director of photography Paula Huidobro. The campaign breaks Jan. 24 in the U.S. across TV, social and digital.
Like last year's campaign, the spots aim to show HubSpot helping a typically ruthless business operate in a more human way.
The campaign will “reinforce how scaling companies -- even an unconventional one -- can grow better with HubSpot's powerful and easy-to-use CRM platform” said Amy Marino, head of global brand marketing at HubSpot. “Through the lens of Kathryn's fictional outlaw enterprise, we highlight how HubSpot's robust offering across marketing automation, sales tracking, and customer support can help any organization win the wild west of running a business.”
“It's not every day that a B2B brand plays in such imaginative worlds, and we've loved partnering with HubSpot to differentiate its brand — with humor and humanity,” added Clare Jensen & Whitney Yando, creative directors at 72andSunny New York.
Kathryn Hahn also spoke to Ad Age in an email interview about her role in the commercial; answers below.
What appealed to you about this campaign and playing an outlaw? I am an actor! I love dressing up! I got to wear cool chaps and ride a horse! I am grateful to feel a connection to HubSpot’s mission of helping companies succeed with a soul. It is of course always a plus to work with a woman-led company. More please! CEO Yamini Rangan is leading a company that walks the walk on inclusivity and representation, down to the teams behind these fun campaigns.
How do you feel about the commercials you've done in the past vs. the ones you've done for this campaign? This campaign just felt like dress up. I was able to create this whole character and just run with her, like I did with our pirate character previously. Creatively, HubSpot have always been great collaborators. We always have to stop some takes while in production, because we are doubled over laughing. It is just fun.
What appeals to you about the art of acting in commercials vs. TV/Film? For me acting is acting! HubSpot really gives me creative license to run, and that is so fun. Shout out to my stylist Jordan Johnson for costuming designing these incredible looks.
What was the production/shoot like? How authentic did it feel acting in what appears to be a real Western setting? We had a lot of rain for this one. Unexpectedly. Shout out to this amazing crew for rolling with it. Eventually, the clouds parted and there were horses and we wrapped to a gorgeous sunset.