Jet.com Literally Blows Minds in Inaugural TV Ad

Funny Ad Via R/GA Kicks Off Integrated Push to Introduce Retailer to the Masses

Published On
Sep 08, 2015

Editor's Pick

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.

Credits

Date
Sep 08, 2015
Brand:
Jet.com
Client:
Jet.com
Agency:
R/GA
Vice President, Marketing:
Sumaiya Balbale
Creative Vice President:
Christina Antonopoulos
Chief Customer Officer:
Liza Landsman
Executive Creative Director:
Chris Northam
Executive Creative Director:
Eric Jannon
Associate Creative Director:
Chris Joakim
Associate Creative Director:
Mike Donaghey
Head of Production:
Kat Friis
Executive Producer:
Monique Veillette
Managing Director:
Robin Forbes
Group Planning Director:
Dennis Claus
Group Account Director:
Shawn Zupp
Account Director:
Elizabeth Bourke
Integrated Executive Producer:
Ellen Kim
Junior Designer:
Kyle Swoyer
Business Affairs Director:
Stephen Bernstein
Business Affairs Manager:
Magdalena Wiater
Production Company:
Biscuit Filmworks
Line Producer:
Mala Vasan
Production Services:
Means of Production
Executive Producer:
David Bouck
Editorial Company:
Nomad Editorial
Editor:
Tom Muldoon
Post Executive Producer:
Tommy Murov
Post Producer:
Weston Ver Steeg
Visual Effects and Finish:
The Mill
Color:
Fergus McCall (NY)
Visual Effects and Finishing Lead Artist:
Keith Sullivan
Visual Effects Executive Producer:
Melanie Wickham
Visual Effects Producer:
Mandy Harris
Music Score and Sound Design:
Beacon Street Studios, LA
Music Composer:
John Nau
Music Composer:
Andrew Feltenstein
Music Producer:
Adrea Lavezzoli
Sound Designer:
Mike Franklin
Sound Design Producer:
Kate Vadnais
Final Mix:
Peter Holcomb/Sound Lounge
Director:
Gary Freedman, The Glue Society
Executive Producer:
Holly Vega

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Project Type