Vistaprint may have gained widespread appeal during the pandemic for its innovative face masks, which quickly became bestsellers in the spring, but it’s the brand’s small business printing services that it wants to promote right now. A new campaign, Vistaprint’s largest to date, aims to do that by showcasing small business owners navigating uncertain terrain. “Ready for Anything” was directed by MJZ's Craig Gillespie ("I, Tonya," "Lars and the Real Girl") and created with Austin-based Callen. This is the first time the brand and agency have worked together, according to a Vistaprint spokeswoman.
In one 45-second spot (above), a bed and breakfast owner is able to recast her business after she discovers it's full of poltergeists, while in another, a restaurant owner is able to deftly switch her branding from “Mia’s Burger Bar” to “Mia’s Sushi Bar” after a deluge of fin-flipping fish threaten to overrun her establishment.
A yoga studio owner is able to make a similar adjustment using Vistaprint’s printing and delivery services following the arrival of a comet-like asteroid. “Vistaprint. Your partner in an ever-changing world,” a voiceover says at the end of the commercial.
“Ready for Anything” a message that may resonate with business owners who have been forced to pivot into new delivery techniques, awareness strategies and products as a result of COVID-19. Vistaprint’s Chief Marketing Officer Ricky Engelberg helped expand the brand’s offerings to include much-needed face mask after the pandemic first struck. He’s also maneuvered Vistaprint’s marketing through a rocky political climate and uncertain news cycle; the new campaign was originally slated for early January but was delayed following the Jan. 6 Capitol riots.
The spots will air on Hulu and YouTube in the U.S. and will also run in the U.K. and France.