Watch Etsy’s ‘Mission Impossible’ holiday ads

For anyone who has ever felt like buying the perfect holiday gift for that special someone is an impossible mission, Etsy has your back—and an earworm jingle for it, too. The online craft marketplace is rolling out its first new work from Orchard, five months after appointing the agency as its creative advertising partner. The new humorous “Your Mission” campaign highlights Brooklyn, New York-based Etsy’s reputation as a destination for personalized gifts that are tailor-made for recipients. The company is running four spots directed by Steve Rogers at Biscuit. Set to “Mission: Impossible” music, each one highlights a single gift giver searching for the perfect gift for a loved one. In “Tim,” a girlfriend looks for a present for her extra-tall boyfriend who likes to cook. In “Twins,” a dad needs to find ideas for his daughters, who look alike but have different interests. The spots move away from Etsy’s more emotional narratives of past holiday seasons. In 2020, for example, when pandemic lockdowns forced many consumers to spend the holidays alone, far from their loved ones, the company ran a sentimental spot about grandparents that tugged on the heartstrings. That campaign, from Etsy’s former agency partner 72andSunny, captured the somber yet hopeful mood of the 2020 holiday season. Check out the latest Ad Age events and award programs Orchard’s new work takes a more upbeat tone and emphasizes the fun, and pride, involved with gift giving. “This holiday season presented an opportunity to shift from a sentimental tone to a more spirited one,” wrote Ryan Scott, chief marketing officer of Etsy, in an email, noting that the creative remains focused on the brand’s customizable options. “By embracing a more lighthearted tone complemented by a familiar melody, we acknowledge that the gift-giving process might seem daunting, yet the exploration and discovery of thoughtful presents can be both gratifying and entertaining.” Etsy’s new push comes at a time when retail sales are expected to grow, but not to the extent of previous holiday seasons. For example, Deloitte is forecasting a sales increase between 3.5% and 4.6% this year compared to last holiday season; in 2022, holiday sales grew 7.6%. In an uncertain economic environment, shoppers continue to search for deals and promotions. Experts are expecting to see a lot of both this year as retailers compete for their share of wallets. Scott noted that Etsy plans to also emphasize that shopping small businesses from its marketplace doesn’t “necessarily translate to higher costs.” To that end, one spot closes with a voiceover that says, “Custom gifts for all budgets—Etsy has it,” while another’s voiceover says, “Personalized gifts under $50—Etsy has it.” In its most recent earnings report, Etsy posted a 7.5% rise in revenue over the year-earlier period to $628.9 million. However, net income, at $61.9 million, declined from $73.1 million a year earlier. The company will report third-quarter results this Wednesday.

Watch Etsy’s ‘Mission Impossible’ holiday ads

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