Klaviyo and independent creative strategy company, Gus, have launched the brands first global brand campaign since unveiling its B2C CRM platform titled, ‘Your Brand’s Best Friend’.
Starring actress and comedian D’Arcy Carden of The Good Place, the spot brings the idea of a brand “BFF” to life, positioning Klaviyo as the trusted partner that gets your brand, understands your customers, and always has your back.
Carden personifies Klaviyo throughout the campaign, turning the technology behind smarter, more personal customer relationships into an actual work friendship.
In the hero film, Carden stars opposite Leo, a marketing leader at the large, fictional outerwear company BIG COAT. Their working relationship plays more like an inseparable friendship as they build global campaigns over a shared milkshake and manage customer conversations during an increasingly competitive game of ping pong.
By the time their latest campaign is ready to launch, the pair – powered by Klaviyo’s autonomous B2C CRM – are celebrating like best friends.
“The best relationships are built on really knowing someone, and we think the relationship between a brand and its customers should work the same way. Klaviyo gives businesses a deep understanding of their customers and helps them turn that understanding into experiences that feel relevant and personal. Gus helped us capture the role we want to play for consumer businesses: a partner that knows their brand, understands what they need, and is always there to help them make the next move,” said Klaviyo CMO Jamie Domenici.
“Somewhere along the way, B2B became synonymous with functional advertising, and we don’t think it has to be. The people making business decisions are the same people watching comedy, sports and everything else they love. With Klaviyo, we wanted to build an idea that could live in that world. ‘Your Brand’s Best Friend’ takes a complex CRM story and makes it immediately relatable, giving us a platform that can be funny, emotional, and culturally relevant without losing sight of what the product actually does,” said Gus co-founder and CCO Spencer LaVallee.
The campaign will have a major U.S. presence on NFL on CBS, with spots airing on Sundays this fall in five major U.S. markets: Los Angeles, New York, Chicago, San Francisco and Dallas.
The global campaign has rolled out across streaming and social, including Amazon Prime Video, Sky, YouTube Select, 9Now, Meta, TikTok, Reddit, and through a partnership with Call Her Daddy.
Credits
CAMPAIGN
Client: Klaviyo
Product: H2 Campaign
Project Title: Your Brand’s Best Friend
Creative Launch: Fall 2026
CLIENT: Klaviyo
Chief Marketing Officer: Jamie Domenici
VP, Brand & Creative: Nathaniel Eberle
Executive Creative Director: Allison Mack
Senior Creative Producer: Robb Dagostino
VP, EMEA Marketing Leader: Robin Marchant
VP, Product Marketing: Kelly Thacker
VP, Integrated Marketing Strategy: Popi Papadonta
Director, Marketing Program Management: Dustin Finkle
Art Director: Felicia Winans
Corporate Communications and Marketing Leader: Andrew DeCataldo
Senior Manager, Media Planning & Strategy: Margot De La Peña
Paid Social Campaign Manager: Caroline Rives
Social Media Lead: Emerson McManus
AGENCY: Gus
Co-Founder, Chief Executive Officer: Graham Douglas
Co-Founder, Chief Creative Officer: Spencer LaVallee
Lead Creative (Art): Julia Muell
Lead Creative (Copy): Nick Garfield
Creative (Art): Smera Dhal
Creative (Copy): Celeste Chance
Creative (Art): Max Dotson
Creative (Copy): Caleb Driesman
Designer: Sarah Dexin
Junior Creative/Editor: Sam Moore
Executive Producer: Adam Perloff
Head of Account Management: Maxie Etess
Brand Manager: Ellie Wilson
FILM PRODUCTION: Stink
Director: Watts
Director of Photography: Peter Simonte
Executive Producer/Producer: Mungo Maclagan
Line Producer: Michelle Woodward
Photographer: O’Shane Howard
Production Designer: Daria Savic
Wardrobe Stylist: Joana Kulpa
LOCAL PRODUCTION SERVICES: Radioactive Films
EDITORIAL: Cabin
Editor: Taylor Tracy Walsh
Producer: Jasmine Henry
Assistant Editor: Kayla Hashimoto
COLOR GRADE: Rare Medium
Executive Producer, Color: Heath Raymond
Colorist: Stephanie Park
FINISH / VFX: Shepherd
VFX Producer: Arielle Weir
Creative Lead: Aidan Thomas
MUSIC & AUDIO FINISHING: Human
Audio Mixer & Sound Designer: Sarah Gibble
