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.”
