Etsy previewed its Super Bowl ad spotlighting its newly launched Gift Mode™ experience, which is an interactive hub for gifting that combines AI and human curation to help shoppers find the perfect present.
Titled “Thank You, France,” this spot–directed by Andreas Nilsson of Biscuit Filmworks for agency Orchard Creative–puts a spin on that feeling of panic that comes with getting a great gift. It shows how, with only knowing one thing about someone, Etsy’s Gift Mode can help gift easy, taking you from “oh crap” to “ooh lala!”.
In this case, the U.S. has to respond to France’s gift of the Statue of Liberty. That’s a tough present to top. But Gift Mode comes up with something appropriate, capitalizing on the fact that the French love cheese.
David Kolbusz, chief creative officer at Orchard, said, “Starting with the holiday campaign, we’ve been partnering with Etsy to focus on highlighting the various challenges people face buying gifts for friends and relatives. For the launch of their new Gift Mode tech, we wanted to create something special for the Big Game. There’s a lot of pressure making a spot for football’s biggest stage. We wrote a lot of showy scripts – some stunty, others littered with celebrities – but in the end, classic storytelling and a good joke won the day.”
CreditsClient Etsy Agency Orchard Creative David Kolbusz, chief creative officer; Laura Janness, chief strategy officer; Jimm Lasser, executive creative director; Heather Larimer, Conor Dooley, creative directors; Patrick Wells, sr. copywriter; Kevin Igunbor, sr. art director; Sarah Garman, head of strategy; Albert Opraseuth, strategy director; Jenn Pennington, head of production. Production Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, managing director U.S.; Holly Vega, exec producer; Sean Moody, head of production U.S.; Sara Cummins, head of production U.K.; Jay Veal, producer; Henry Selder, director’s assistant; Luke Thornton, production manager; Nicolaj Bruel, DP; Peter Grant, production designer. Editorial Mackcut Ian MacKenzie, Mike Leuis, editors; Zach Gentry, sr. cutting assistant; Gina Pagano, exec producer. VFX/Finishing Bacon X Jonas Drehn, VFX supervisor; Lorene Lescanne, VFX producer; Sam Gilling, colorist. Music KO Music Phil Kay, composer; Andy Oskwarek, music producer. Sound Barking Owl Mikayla Petersen, mixer; Ashley Benton, exec producer
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More