Just Sell It, Already! Mobile App Letgo Pokes Fun at People's Irrational Attachments to Stuff
Ads Were Directed by Craig 'The Finest Hour' Gillespie
Feb 08, 2016
The treadmill that gathers dust in the guest room. The pain-inducing high heels taking space in the closet. The barbecue grill slowing your escape and the amplifier cluttering up the space station -- wait, what?
Mobile used-goods marketplace app Letgo has launched new ads that tap into the irrational attachment people have to stuff they don't use anymore. To get the point across, the campaign shows people in dramatic situations: a spy runs from his enemies while dragging a barbecue grill in one spot (above), while in another an astronaut clings to the amp he's had since high school.
The same "letting go" sentiment does double duty for online classified-ads website OLX in a Brazilian campaign. Little known in the U.S but big in emerging markets, OLX ads use the tagline "Let Go" -- not by coincidence, since both companies share the same co-founder, Alec Oxenford.
The two ads in Letgo's U.S. campaign, created by Crispin Porter + Bogusky, were helmed by "The Finest Hour" director Craig Gillespie.