Jet.com, a members-only shopping site that opened its virtual doors to the public this summer, is breaking its first TV spot today as part of a national advertising effort to introduce the retailer to the masses.
Chief Customer Officer Liza Landsman previously teased that the upcoming TV spot would be "mindblowing," in an interview with Ad Age. And now we know why.
The ad, created by R/GA, literally features consumers' minds exploding into clouds of purple smoke when they learn about Jet's savings. Families at home, couples making out on the sidewalk, women at the hair salon and people at the gym are all victims of mental overload when they first discover Jet in their respective settings. Only a blind man, who can't physically see a nearby boy shopping Jet at the bus stop, is safe from having his mind vaporized.
The spot also traces the history of retail all the way back to the barter system and bills the new shopping site as the biggest thing to ever happen in commerce, trumping the advent of the Internet.
The over-the-top ad has a triple-focus on highlighting the fun behind the brand, sticking out, and introducing Jet as shopping site where consumers can save on items that run the gamut from toilet paper to TVs, according to Ms. Landsman. "We wanted to infuse a bit more humanity in e-commerce, which can sometimes feel a little cold and impartial," she said.
Jet is also working with SS+K on a social push called "#JetSpree" that celebrates the fun items people shop for. On Sept. 9, the retailer will produce vignettes of customers' shopping carts, with themes like barbershop quartet, improvisational troupe or double dutch, that can be shared through social media. Customers will be able to opt-in to receive their personalized videos from 9 a.m. to 7 p.m. the day of the event. The effort aims to reward shoppers and teach them more about the platform's "smart cart" feature, which generates the most savings.
Read the full story on the Jet.com campaign on Adage.com.